NBC UNIVERSAL DIGITAL ENTERTAINMENT ANNOUNCES NEW PARTNERSHIP WITH DOVE(R) BEAUTY BRAND
Marks First Mobile Cross-Property Deal Across Integrated Marketing Platforms
UNIVERSAL CITY, Calif. October 29, 2010 - NBC Universal Digital Entertainment, NBC Universal Digital Sales and Dove(R), the leading personal care brand, formally announce the formation of a new mobile entertainment portal for women - Dove Good2Go. Dove is NBC Universal's inaugural partner in the creation of its first-ever cross-property mobile destination. This strategic partnership creates a platform that will service and attract a female audience seeking mobile entertainment on-the-go. During the year long partnership Good2Go introduces a wide scope of integrated marketing platforms that includes a robust mobile entertainment experience with customized digital content from NBC.com, oxygen.com, bravotv.com, accesshollywood.com and iVillage.
Dove Good2Go is available to approximately 34MM* female smartphone users and will provide content in a customized and editorially crafted way that fits the mobile space. Content includes video short clips, highlights, interviews, how-to tips, advice, photo galleries and more. Some of the shows currently included in the campaign are the Emmy Award-winning "30 Rock," "Parks and Rec," "Days of our Lives," "Friday Night Lights" and archived clips from this summer's top-rated series "America's Got Talent" from NBC.com; "Real Housewives," "Top Chef," and "Rachel Zoe Project" by Bravo; Oxygen's "Obsessed Blog" and "Weekend Movie Reviews," and "Celebrity Interviews" from "Access Hollywood." Content will continue to rotate throughout the entire year.
Later this year, participating women will also be able to enter an exclusive sweepstakes, where they can win a customized prize package tied to their favorite NBC Universal brands. This includes a trip to LA and chance to attend to a red carpet movie premiere from "Access Hollywood," a shopping spree in New York courtesy of iVillage, a trip to attend fashion week (February 2011) with Style by Bravo and more.
The announcement was made by Vivi Zigler, President, NBC Universal Digital Entertainment, Peter Naylor, Executive Vice President, NBC Universal Digital Media Sales, Rob Candelino, Marketing Director, Personal Wash US, Unilever and Ritu Trivedi, Managing Director, Digital, Mindshare.
"This initiative represents an unprecedented scope of customized platforms that will leverage mobile, online and social components," said Vivi Zigler, President, NBC Universal Digital Entertainment. "We intend to aggressively use the full assets of the NBCU portfolio to deliver great content for users to access on the go on their mobile phones."
"Through Women at NBCU's digital network, NBC Universal has one of the largest aggregations of content-driven female online brands in the marketplace," said Peter Naylor, Executive Vice President, NBC Universal Digital Media Sales. "We are excited to put this extensive portfolio to work for Dove, which is taking advantage of the sharp rise in mobile usage by women, with a smart and creative campaign."
"Dove has always been an innovator in the digital space,"' said Rob Candelino, Marketing Director, Personal Wash US, Unilever. "We see tremendous opportunities to unlock the potential of mobile marketing and look forward to pioneering creative new ways to reach our consumers with compelling brand experiences in this new environment."
The program, put together by Mindshare, Unilever's media services agency of record, will run for one full year. Dove will have full ownership of the Good2Go mobile experience. The Dove Good2Go mobile portal can be accessed at m.DoveGood2Go.com.
About NBC Universal Digital Entertainment
NBC Universal Digital Entertainment develops new ways for consumers to experience content from NBC Universal's television entertainment group on existing and emerging platforms as well as creating original branded entertainment. NBC.com, Telemundo.com, holamun2.com, BravoTV.com, Syfy.com, USANetwork.com and Oxygen.com have pioneered the "360" viewing experience to extend network and cable programming beyond broadcast to all viable platforms with full episodes, short clips, interactive games, social networking and co-viewing experiences. On AccessHollywood.com, NBCU's daily entertainment news show takes its audience beyond the telecast's in-depth coverage, showcasing the breaking stories around Hollywood and throughout pop culture. Also under the NBC Universal Digital Entertainment banner is iVillage, the largest online content-driven community for women and the center of their digital routines, as well as the NBCU Digital Studio, which creates original digital programming and deep interactive experiences that drive high levels of engagement with audiences and presenting brands. In addition, TelevisionWithoutPity.com is the premier internet destination for the discerning television "junkie," and provides witty, no-holds-barred episode recaps, daily blogs, galleries, video and fan forums about television's most popular dramas, comedies and reality shows.
Dove, manufactured by Unilever, is the No. 1 personal wash brand nationwide. One in every three households uses a
Dove product 2, which includes beauty bars, body washes, anti-perspirant/deodorants, body mists, hair care and styling aids. Dove Men+Care� is the newest range of products from Dove, developed specially for men. Dove is available nationwide in food, drug and mass outlet stores. Dove is committed to inspiring all women and girls to reach their full potential by caring for themselves and each other. The Dove Movement for Self-Esteem invites all women to join the brand in creating a world where beauty is a source of confidence, not anxiety. For more information visit http://www.dove.com, www.dovemovement.com or www.facebook.com/dove
About Unilever North America
Unilever works to create a better future every day. We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. Each day, around the world, we serve over two billion consumers. In the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry's, Bertolli, Blue Band, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann's, Klondike, Knorr, Lipton, Omo, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America - generating nearly $10 billion in sales in 2009. For more information, visit http://www.unileverusa.com/, http://www.unilever.ca/ or http://www.unilevercaribbean.com/
(Sources: average of comscore/Nielsen, Nielsen mobile insights Q1 2010 and Nielsen mobile insights 2010 *Projected 64MM smartphone owners, 46% of which are women).
Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 115 offices in 82 countries throughout North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world's leading communications services group.