When Jimmy Fallon takes over NBC’s late-night flagship "The Tonight Show" next week, the show will have a big corporate partner in place. NBCUniversal and GE today announced a wide-ranging integrated partnership focused on "The Tonight Show Starring Jimmy Fallon."
The year-long deal involves a multiplatform campaign that will include in-show integrations and the launch of a sponsored "Tonight Show" app that will let viewers interact with the show and share content from it.
"The GE-sponsored in-show integrations will include segments where Jimmy Fallon and three kids showcase inventions," the companies said in an announcement detailing the partnership. The announcement adds: "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."
Said Dan Lovinger, Executive Vice President, Entertainment Advertising Sales Group, NBCUniversal: “We always try to mirror Jimmy’s creativity when it comes to finding ways for our advertising partners to reach their target audiences. 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.”
Fallon makes his "Tonight Show" debut Monday, Feb. 17. Please click here to read the full press release from NBCUniversal and GE detailing the partnership.