Nissan in Multimedia ‘Heroes’ Deal

Jul 28, 2006  •  Post A Comment

Nissan has agreed to sponsor the premiere of NBC’s new series “Heroes” with limited commercial interruptions, and is backing a promotional effort to get moviegoers to preview the pilot via iTunes.

Before the broadcast premiere of “Heroes,” NBC and Nissan will create 3 million co-branded cards that will be distributed at the box offices of National CineMedia’s AMC, Cinemark and Regal Entertainment theaters nationwide.

Each card will carry a code that will enable moviegoers to download “Heroes” for free at the iTunes Music Store. The download will include behind-the-scenes footage of the filming of “Heroes” and trailers for other NBC series.

The effort will be backed by 10-second spots that will be shown in theaters, and by spots on NBC.

“Heroes” will also be promoted with a two-and-a-half-minute video on movies screens, 30-second spots on plasma screens inside National CineMedia theater lobbies and messages on popcorn bags and other promotional items.

“We have an unusual opportunity to team with several excellent corporate partners to let moviegoers be the first to experience this daring new series with its own theatrical feel to it,” said John Miller, chief marketing officer, NBC Universal Television Group. “We want to generate buzz across a variety of platforms long before ‘Heroes’ ever airs on NBC.”