NBC Taps Microsoft Advertising as Preferred Digital Marketing Partner for Launch of Fall Lineup

REDMOND, Wash., and UNIVERSAL CITY, Calif., May 13, 2010 — NBC and Microsoft Advertising announced today a unique, groundbreaking digital marketing collaboration designed to promote the NBC “More Colorful” fall 2010 program lineup. The collaboration will be executed through an extensive multi-screen advertising campaign that includes MSN, Xbox, Windows Mobile and Bing. The announcement was made by Adam Stotsky, president of entertainment marketing at NBC.

“This strategic teaming with Microsoft Advertising will allow NBC to strengthen its ability to attract new viewers via cutting-edge media opportunities,” Stotsky said. “We are always searching for unique methods of informing people about our programs and we are fortunate that this fall’s lineup promises to be one of NBC’s best.”

“This collaboration is exciting on many different levels since we are able to offer NBC such a wide variety of audience segments, across a broad spectrum of potential viewers, while getting creative with the content that is right for each property,” said Robin Domeniconi, vice president, U.S. Advertising Sales, Publishing and Marketing at Microsoft. “We are able to tailor NBC’s content for each property and screen, from MSN to Xbox and Windows Mobile, and flex our targeting muscles to tell a cohesive story of NBC’s brand and fall lineup.”

In total, Microsoft Advertising will deploy one of its largest and most comprehensive campaigns ever across 19 digital owned-and-operated properties as well as syndicated partners, which deliver a combined reach of nearly 470 million unique users monthly. Microsoft Advertising will also develop original branded entertainment content for the campaign, using assets around NBC shows that will be tailored for specific audiences.

NBC’s multi-screen digital advertising campaign will kick off May 17 — the day after NBC announces its new 2010–’11 program schedule — and run though the premiere of the fall schedule. This unprecedented early launch of the NBC marketing campaign is designed to engage TV enthusiasts and influencers so they can sample, share and discuss the upcoming fall shows. The campaign will feature many innovative digital advertising components, including multiple takeovers of MSN and Wonderwall, re-messaging to network enthusiasts across Microsoft Corp. properties, integrating with Bing Visual Search, a mobile dimension, and in-game advertising on new Xbox LIVE games.

NBC will also work with Microsoft content experts at MSN TV and MSN Entertainment for a custom-built “Preview to Fall TV” media hub that will go live in conjunction with the announcements of the broadcast networks’ fall schedules.

“Working with NBC to get behind-the-scenes access to their fall shows will allow MSN to create custom content that can live in contextually relevant areas that take advantage of Microsoft’s multi-screen advertising platforms,” said Scott Moore, regional partner executive producer, MSN. “This is a novel way for NBC to promote its new shows, and will help build loyalty with existing fans and capture the attention of new audiences as the fall premiere season draws near.”

The campaign will run in the U.S. only. Deal terms were not disclosed. Please visit http://advertising.microsoft.com to learn more about NBC’s multi-screen campaign and its new marketing campaign.

About NBC Entertainment

NBC Entertainment develops and schedules programming for the network’s primetime, late-night, and daytime schedules. NBC’s quality programs and balanced lineup have earned the network critical acclaim, numerous awards, and ratings success. The network has earned more Emmy Awards than any network in television history. NBC’s roster of popular scripted series includes critically acclaimed comedies like Emmy winners The Office, starring Steve Carell, and 30 Rock, starring Alec Baldwin and Tina Fey. Veteran, award-winning dramas on NBC include the Law & Order brand and Heroes. Unscripted series for NBC include the hits, The Biggest Loser, Celebrity Apprentice and America’s Got Talent. NBC’s late-night story is highlighted by The Tonight Show with Jay Leno, Late Night with Jimmy Fallon, Last Call with Carson Daly and Saturday Night Live. NBC Daytime’s Days of Our Lives consistently finishes among daytime’s top programs in the valuable women 18-34 category. Saturday mornings the network broadcasts Qubo on NBC, a three-hour block that features fun, entertaining, and educational programming for kids, including the award-winning, 3-D animated series Veggie Tales. For more information visit: www.nbc.com.

About Microsoft Advertising

Microsoft Advertising provides advertisers and publishers with media, tools and services designed to drive deep and profitable engagement with their audiences. This includes a global media network of Microsoft properties such as MSN, Windows Live, Xbox LIVE, and partner properties such as WSJ.com and Verizon. The Microsoft Advertiser and Publisher Suites simplify planning and management of campaigns and content, offering a range of services that help advertisers and publishers untangle the complexities of digital media and get more out of their marketing and content investments. Microsoft Advertising makes buying and selling media simple, smart and cost-effective across media and devices spanning 42 markets and 21 languages. Visit http://advertising.microsoft.com for more information.

About Microsoft

Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

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