FIAT and NBCUniversal today announced an exclusive cross portfolio partnership around the all-new Fiat 500X crossover which capitalizes on NBCUniversal's in-house Content Innovation Agency (CIA) to create a diverse collection of branded content which will scale across numerous linear networks and social platforms. The multiplatform campaign will feature Bobby Moynihan as "Roberto," a passionate Italian director as he infuses his passion into the lives and work of Bravo's Jenni Pulos ("Flipping Out"), E!'s Aaron Hines ("Hollywood Cycle") and Esquire Network's SPIKE Feresten ("Car Matchmaker"). Beginning July 7th, custom created content pieces per network, featuring Moynihan, will air across the NBCUniversal portfolio.
"Bobby Moynihan's spirited personality combined with NBCUniversal's strong portfolio of networks provides a prime opportunity for the FIAT brand to tell the story of the all-new Fiat 500X crossover to viewers," said Casey Hurbis, Head of Communications, FIAT Brand North America. "Working with director Dennie Gordon and the NBCUniversal team to create custom content that aligns with our shared sensibilities and allows us to connect with consumers across on-air, social and digital platforms is a collective win-win."
This uniquely created campaign brings the all-new Fiat 500X crossover to life in a fun and bold way, and for the first-time-ever features an original character and singular narrative across the mass scale of NBCUniversal's platforms. The FIAT-driven original content program featuring Moynihan's "Roberto" and network talent includes a series of three two-part on-air narratives, extended digital content and behind-the-scenes videos, as well as exclusive social initiatives to drive engagement. All custom content also will run across BravoTV.com, EOnline.com and EsquireTV.com.
"Together with FIAT and Bobby, we were able to create a unique campaign that truly mirrors the FIAT brand's playful undertone, engaging viewers across multiple environments, in a way no other media company can," said Catherine Balsam-Schwaber, Senior Vice President, Content Innovation Agency, NBCUniversal. "Through our longstanding relationship and joint learnings with FIAT, we have continued to illustrate our unmatched creative aptitude to embody the brands' messaging and scale it across our massive portfolio with unique and contextually-relevant campaigns."
The cross portfolio partnership will include NBCUniversal's "Social Synch" to amplify the branded content and short form videos across platforms. Social Synch unifies and extends advertising partners' social media campaigns across multiple platforms. Social Synch also connects advertising brands to NBCUniversal programming and talent which are driving the most important social conversations in real-time. NBCUniversal's CIA also worked with Hollywood director Dennie Gordon on the campaign's custom content.
"Hollywood Cycle" premieres today at 10pm ET/PT on
E! Both Bravo's "Flipping Out" and Esquire Network's "Car Matchmaker" air on Wednesday nights at 10pm ET/PT and 9pm ET/PT respectively.
Comments
To post a comment, you must
register and
login.
