GM Exclusive Auto Partner in New NBC Show

Carmaker to Have Two Brands Appear in 'My Own worst Enemy' This Fall

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NEW YORK (AdAge.com) -- NBC's strategy of revealing its programming ahead of the upfront week has paid off in a branded-entertainment deal.

NBC and General Motors have struck a deal that makes GM the exclusive automotive integration partner for NBC's new fall drama starring Christian Slater, "My Own Worst Enemy." The Monday-evening show will feature two different GM cars -- one for each of the personalities that Mr. Slater's character contains. The deal came out of NBC's April "InFront" meetings, where the company presented a full 65-week programming schedule six weeks before the traditional upfront presentations, when TV networks roll out their upcoming prime-time programming for marketers to put their ad dollars against.

In addition to the on-air integration, the agreement includes ads on TV and ads on NBC Universal digital and out-of-home properties. The two parties said the deal is "the centerpiece of a larger strategic partnership between the two companies for the 2008/09 programming season involving some of NBC's premier entertainment and late-night properties."

The announcement was made by Ben Silverman, co-chairman, NBC Entertainment and Universal Media Studios; Mike Pilot, president, NBC Universal Sales and Marketing; and Dino Bernacchi, GM's director of branded entertainment.

And last month, NBC Universal's newly formed Digital Studio announced that Omnicom Group's OMG Digital will serve as its first strategic partner, in cooperation with Omnicom sibling shops Davie Brown Entertainment and OMG Entertainment and Sports. Two web-based series are slated for the 2008-09 season. Cameron Death, the studio's new VP, told Ad Age that the writing staff of one of the shows, "Gemini Division," has been meeting with individual brand teams to develop integrations and plotlines to best fit each brand.
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