Deal gives superhero show marketing muscle
Nissan isn’t backing away from NBC’s “Heroes.”
The automaker’s North American division has brokered a deal with the Peacock to promote the second season of the superhero show.
Overall deal essentially gives “Heroes” the kind of marketing muscle that a feature film might receive from promotional partnerships with brands brokered by the studios.
Deal will have Nissan spending marketing dollars around the series through on-air and online sponsor-ships and traditional ads, wireless applications, as well as a “Heroes” musicvid and the season-one DVD release.
Naturally, the accord includes product integration.
First season had characters driving and talking about the Versa small car, which appeared in multiple episodes. The company’s Armada SUV and Altima sedan also appeared.
Nissan will use the second season to hype its new crossover, the Rogue, which rolls out in dealerships in September — and times well with the fall’s new TV programming.
Campaign, including the inclusion of the Rogue, begins with the premiere of the show’s second season, which Nissan will exclusively sponsor and air with fewer ads.
Nissan will roadblock the premiere episode online on NBC Rewind for 24 hours after its on-air bow.
Last year, the automaker took a chance on “Heroes,” betting on the series’ pilot early on.
Through Clarke Osborne, Nissan’s product placement planner, the automaker worked closely with the show’s producers to place vehicles in 10 episodes. Relationship resulted in characters verbally mentioning the Versa in three.
In addition to promoting the show across various platforms, including movie theaters, Nissan offered free downloads of the pilot on Apple’s iTunes service.
Show wound up becoming one of the few new breakout hits of last season and attracted the lucrative adults 18-34 demo, which Nissan is trying to court.
Execs wanted to plant their flag on the property in order to prevent another marketer from taking its place in the show’s second outing.
Nissan’s media agency, OMD, handled the deal.