By Sahil Patel
NBCUniversal has partnered with Jeep to launch a dual-platform branded video ad series this month.
In promotion of Jeep’s “Cherokee Effect” marketing program, the video series will feature a variety of NBCUniversal talent going on adventures with the new 2014 Jeep Cherokee, and documenting it for you to watch on-air and online.
NBCU talent participating in the program include Sarah Hyland from “Modern Family” (which airs reruns on USA Network); Baron Davis from “How I Rock it” (on the newly launched Esquire Network); Kyle Richards of “The Real Housewives of Beverly Hills” (Bravo), and “E! News” co-anchor Terrence Jenkins. They’ll cruise around in the Jeep Cherokee, visiting places like the streets of LA and Joshua Tree National Park.
The ads (or “vignettes”) will air on NBCU networks like Bravo Media, Esquire Network, USA Network, and E!, kicking off with the Richards-starring video during an episode of “Real Housewives” on December 9. Extended versions of the videos will also be available online at each network’s website and a custom page on Jeep.com, as well as via other unnamed NBCU digital distribution partners. The campaign will run for four months.
During NBCUniversal’s “Digital Amplified” upfront event in late April, the company talked a lot about its ability to provide advertisers with scaled reach across its linear and online portfolio — the pitch being that brands shouldn’t have to silo campaigns to television or online video. On a certain level, something like this campaign is what the company was referring to — though no one’s going to confuse this for anything but an ad campaign first, that just so happens to have certain exclusive clickables online.