The Peacock, claiming to be the first to use Facebook in a TV kudos campaign, this week is launching sponsored posts on the social site that will show up for users who have “liked” the Primetime Emmys, various entertainment brands and events, and other biz-related Facebook pages.
“This is really the next step in total engagement with Emmy voters,” said Rich Licata, NBC Entertainment exec veep of communications.
Licata said the Facebook ads are “a medium line item” in the budget for NBC’s 2013 for-your-consideration Emmy push, which encompasses print, digital and outdoor advertising along with other stunts.
In February, the net sent a mailing to the 15,000 eligible Academy of Television Arts & Sciences voters, which included a passcode to view full seasons of shows from NBC and Universal Television online or via tablet and smartphone apps plus a “smattering” of DVDs, Licata said.
On Facebook, the Peacock’s sponsored posts — promoting specific shows, episodes or performances — will link to the network’s awards consideration screening room at NBCAwardsScreeningRoom.com.
NBC plans to run five to 10 Emmy sponsored posts per week on Facebook, extending through the end of June when voting concludes. Net will inevitably hit regular Facebookers who aren’t Emmy voters, given that the Primetime Emmys page alone on the site has 25,349 likes. “These Emmy campaigns are a great branding opportunity for our shows,” Licata said. “It’s a fun experiment.”
The Facebook campaign will target fans of rival TV networks, according to Licata, plus venues like the Paley Center and even restaurants frequented by bizzers. (Licata declined to ID the eateries: “I promised them I wouldn’t tell,” he said.)
NBC’s other Emmy promo efforts include the 2013 Sky High Emmy Showcase, in which series are screened on American Airlines flights during May and June.