NBCUniversal and GE are releasing the first multi-platform, integrated partnership for the upcoming premiere of NBC’s “The Tonight Show Starring Jimmy Fallon.”
The GE-sponsored in-show integrations will include a “Tonight Show Fallonventions” segment, debuting on Feb. 19, where Fallon and three kids will showcase inventions. The segment will be included in two additional 2014 episodes. Additionally, a branded “Fallonventions” section will have a place on the show’s website, which officially launches on Monday.
GE is also the launch sponsor of the new “Tonight Show” app, which will feature games inspired by the show, the ability to socially engage with show guests and share content, and unique user-generated challenges directed by Fallon.
“We always try to mirror Jimmy’s creativity when it comes to finding ways for our advertising partners to reach their target audiences,” Dan Lovinger, executive vice president, entertainment advertising sales group, NBCUniversal, said in a statement. “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 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,” said Linda Boff, executive director, Global Brand Marketing, GE. “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.”
“The Tonight Show Starring Jimmy Fallon” launches following The Olympics at midnight on Feb. 17th-20th, with the Feb. 21st telecast to air in its regular 11:35 p.m. ET/PT timeslot. Fallon’s first week guests include Will Smith, Justin Timberlake, Jerry Seinfeld and Bradley Cooper.