NBCUniversal Is Keeping Up with Its Consumers – Wherever They Are
March 20, 2020
As the number of touchpoints with consumers increases at warp-speed, with the advancement of technology and a growing number of content and advertising platforms, companies are challenged with creating content for every channel — and also taking advantage of opportunities to interact with consumers and put their brands front and center.
NBCUniversal is one example of a brand that has pushed the boundaries of its reach, extending beyond even digital into in-person events.
Consumers Take Control
NBCUniversal — a brand portfolio including NBC News, NBC Sports, Universal Pictures, Universal Parks and Resorts, as well as upcoming streaming platform, Peacock — creates cross-vertical content that reaches consumers and converts them into passionate fans.
“We recognize that if you put the consumer first and focus on what the consumer loves, you put it everywhere they are,” said Laura Molen, president of advertising sales and partnerships at NBCUniversal, during an interview in the CES 2020 C Space Studio.
NBCUniversal, and media networks like it, have embraced the “content anywhere and everywhere” mindset to create moments that reach consumers at each touchpoint and create an authentic familiarity with the brand.
NBCUniversal’s strategy includes launching content on all its platforms, from traditional television to its social media properties.
“We’re really excited about 2020 and beyond and the availability of choice via technology. It makes this quite a playground for all of us here at NBCU,” said Linda Yaccarino, chairman of advertising and partnerships at NBCUniversal, on the CES® 2020 keynote stage.
The Magic Comes to Life
In her C Space Studio interview, Molen discussed how fan engagement and brand loyalty now extend to in-person activities as well.
“We have so many brands that consumers are passionate about and really helped create so many pop culture moments,” Molen said. “That passion translates right to a marketer’s brand.”
In November of 2019, NBCUniversal put on its first Bravocon, a convention dedicated to the reality TV lineup of Bravo — part of the NBCUniversal family of networks — to the delight of its most ardent fans. During the three-day event, attendees were able to experience immersive photo moments; conference programming; and meet-and-greets with the channel’s roster of celebrities, known as “Bravolebs.” Tickets for the event sold out in 10 minutes.
“When we can get that content that you really care about, that is where the magic happens,” Yaccarino said.
