The deal marks the first time the network has tied in with an advertiser for the event, though Dr Pepper and NBC have teamed up for joint marketing campaigns in the past.
In specially tagged promotion spots and Diet Dr Pepper commercials, viewers will be asked to call a toll-free phone number or go to a Web site (www.nbc/goldenglobes.com) to predict winners in four categories: Best Musical or Comedy Movie; Best Drama Movie; Best Musical or Comedy TV Series; and Best Drama TV Series. There will be 55 winners, with the grand prize being a 55-week supply of Diet Dr Pepper and a trip to Hollywood to see one of NBC's Golden Globe-winning series taped.
Greg Castronuovo, NBC's director of marketing, said the promotion "is very focused and it's part of our overall strategy to aggressively get eyeballs to specific NBC shows while at the same time meeting the marketing goals of the advertiser."
INCREASING BRAND AWARENESS
For Diet Dr Pepper, the goal is to increase brand awareness, said John Clarke, chief advertising officer, Dr Pepper/Seven Up.
John Miller, NBC's exec VP-advertising and promotion, is designing the on-air promos. The promotion will also be supported with ads in People, Entertainment Weekly, and TV Guide.