In Depth

NBCUniversal and GE Announce First Integrated Partnership Around NBC's 'The Tonight Show Starring Jimmy Fallon'

Press release from NBCUniversal and GE, Feb. 14, 2014:

NBCUniversal and GE today announced the first multiplatform, integrated partnership for the upcoming premiere of NBC’s “The Tonight Show Starring Jimmy Fallon.” The GE-sponsored in-show integrations will include segments where Jimmy Fallon and three kids showcase inventions. Additionally, GE also will be the launch sponsor of the all-new “The Tonight Show” app where viewers will be encouraged to engage with and share content from the show. The custom GE on-air integrations will begin February 19th titled “Tonight Show Fallonventions,” with two additional segments over the course of the 2014 season.

“We always try to mirror Jimmy’s creativity when it comes to finding ways for our advertising partners to reach their target audiences,” said Dan Lovinger, Executive Vice President, Entertainment Advertising Sales Group, NBCUniversal. “Bringing GE into the show in a way that stays true to what Jimmy is developing with the new ‘Tonight Show,’ is an important part of our innovative thinking here at NBCUniversal.”

The first multiplatform campaign will feature a GE branded “Brilliant Inventions” section on “The Tonight Show Starring Jimmy Fallon” website where exclusive digital content tied to each in-show segment will be available. Exclusive digital content will include interviews with the kids who appear in the first on-air integration on February 19th. The full version of “The Tonight Show” website launches February 17th.

“’The Tonight Show Starring Jimmy Fallon’ represents what's next for the future of late night comedy with his overall approach and making digital central to the audience experience. This type of first-mover, innovative content is exactly what GE is looking to develop with our media partners and we’re excited to be an augural partner with Jimmy and ‘The Tonight Show,’” said Linda Boff, Executive Director, Global Brand Marketing, GE.

Additionally, “The Tonight Show” app will feature uniquely created games inspired by the show, the ability to socially engage with show guests and share show content, and unique user generated challenges as directed by Fallon.

“The Tonight Show Starring Jimmy Fallon” launches following The Olympics at midnight February 17th-20th, with the February 21st telecast to air in its regular 11:35 p.m. ET/PT timeslot. “The Tonight Show” website, launching Feb. 17.