Like sands through the hourglass, so are the…Rolling Stones?
In an unusual move engineered by NBC daytime chief Sheraton Kalouria, the rock warhorses have decided to premiere the video for their new single “Streets of Love” on the Oct. 18 episode of “Days of Our Lives.”
What’s more, the song — from the new Stones CD “A Bigger Bang” — will become a major presence on the sudser for the next month as part of a promotional deal between NBC and the Stones’ label, Virgin.
After the premiere of the video, “Streets of Love” will continue to be used in the background of key scenes on the sudser. The goal is to get the Stones more exposure among the core women 18-34 demo who watch “Days.”
“The shows was the perfect vehicle for promoting the Rolling Stones,” said Virgin exec VP of marketing Randy Miller, noting “Days” is daytime’s top-rated sudser among young femmes.
NBC worked with ShiftDirection Media on the deal with the Stones.
Not so coincidentally, “Days” is marking its 40th year on the air, while it’s also been four decades since the Stones’ first tour.