Target and NBCU partner on a branded integration
23 March 2018
Did you catch last nights episode of Superstore?
With content partnerships being one of the three pillars of Target's video strategy, the brand integration into an episode of Superstore was truly a product of math and magic. The "math" being that Target Guests watch Superstore, and the "magic" in that this was such an organic fit into the story. On our involvement, Arielle Heller, Director said "Essence worked with NBCU and clients to ensure Target's integration into the script was on brand. We then negotiated an A position for our Easter :30s spot to drive relevance with the viewing audience."
On the organic, branded integration, Rick Gomez, EVP and CMO at Target said: “To be an effective marketer, we have to be able to meet our guests where they are, and when it comes to broadcast, that can be challenging as the trend of ad-skipping increases.”
Read more about the partnership between our clients, NBCUniversal and Target on Adweek.