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Season 1 Marketing Overview As of 09.05.13 US PREMIERE: MONDAY, SEPTEMBER 23 10PM STRATEGIC COMMUNICATIONS PLAN ELECTRONIC • THE TODAY SHOW- Spader on 9/23 in the 8 and 10am hours • LIVE WITH KELLY AND MICHAEL –Spader on 9/23 • FALLON – Spader on 9/18 to air on 9/20 • SMT- Megan and Ryan will complete 3 hour tour week of 9/18 • EXTRA– Completed interviews with James, Megan and Diego at TCA on 7/27. Interested in Spader for the Grove- No LA visit scheduled yet • ET- Completed interviews with James, Megan and Diego at TCA on 7/27 • TALK STOOP- Completed interviews at TCA on 7/27 with James, Megan and Diego • NBC NEWS CHANNEL- Completed interviews at TCA on 7/27 with James, Megan and Diego • TONIGHT SHOW – Wants him but no LA visit scheduled yet • LETTERMAN- Spader has no interest in doing the show • ELLEN – Interested but no LA visit scheduled • THE TALK – They would love to have Spader- no LA visit scheduled • FERGUSON- Wants James but LA visit not possible with production • MTV- hoping to have Megan or Diego on for premiere • APTV- Working on bringing a crew to James on premiere 9/23 SET VISITS • NBC EPK- did visit on 8/6 but will • ET- Interested in set visit working to return week of 8/22 schedule • NY TIMES-Bill Carter visit 8/21- • YOUNG HOLLYWOOD- Interested in James interview completed at Press set visit working to schedule Tour • OMG INSIDER- Interested in set visit • TV GUIDE- Damian Holbrook visit working to schedule 8/22 • EXTRA- Interested in set visit working • LA TIMES- Working to schedule set to schedule visit week of 8/26 • ACCESS HOLLYWOOD – Working on scheduling set visit PRINT • NY MAGAZINE- James completed interview with Denise Martin on 7/27 at TCA- Piece for premiere • EMMY MAGAZINE – • TV GUIDE –Spader, Megan and Diego completed photo and interview at Comic Con. TCA- Megan and Diego shot photos and interviews for premiere. • NYLON – Megan Boone will do one page feature for Sept. Fall TV issue • IN STYLE – Fall TV Preview inclusion in Sept. issue. Pitched Diego but booked up through the end of the year. • ESQUIRE – Possible “Women we Love” piece in October issue for Megan; Pitched Spader • ELLE – Pitched Megan • GQ – Pitched Spader for a possible “Man of the Year” spread • DETAILS – Pitched Spader- may want something in the future • MEN’S HEALTH – Pitched Diego- no interest as of now • LOS ANGELES TIMES – Will do piece for premiere • SELF - Planning meet & greet with Megan in NY • GLAMOUR – Pitched Megan; not doing a TV portfolio but really the show and plan to cover it in obsessed section for fall TV guide • COSMOPOLITAN – Pitched Megan and sent pilot for screening • ENTERTAINMENT WEEKLY – Pitched Spader for cover but they are still planning their fall TV preview • LUCKY – Pitched Megan - no interest as of now • MAXIM – Pitched Megan and was able to get 2 page shoot in the October issue; She passed. • MARIE CLAIRE – Pitched Megan- no interest as of now • MEN’S HEALTH – Pitched Diego- no interest as of now • NYLON FOR GUYS – Pitched Diego- no interest as of now ONLINE • Latimes.com- Yvonne V. completed on camera interview with James at TCA 7/27 • TVguide.com- completed interviews at Comic Con with James, Megan and Diego for premiere. TCA- Megan and Diego shot photos and interviews for premiere. • Huffingtonpost.com/AOL-Completed interviews with James, Megan and Diego at Press tour 7/27 • MSN.com- Completed interviews with James, Megan and Diego at Press tour 7/27 • Yahoo.com- Diego did an Instagram photo gallery BTS of TCA and it was on the home page of Yahoo TV RADIO & SOCIAL MEDIA • Radio tours will be done each week with • Jon Bokenkamp and John Eisendrath both are various cast members on twitter and will do things for the show. Diego will be getting on Twitter shortly to promote the • Syndicated radio completed at TCA on show. James will do a Twitter Q&A for premiere. 7/27- with James, Megan and Diego EVENTS • COMIC-CON- Blacklist on 7/18 at 3pm. Spader, Megan, Diego and all EP’s will be on the panel. Spader will do ET, EW and TV Guide. Working on Diego and Megan’s press schedule. • TCA was completed with the whole cast on 7/27. Electronic rotation was completed by James, Megan and Diego. • NY PRESS FOR PREMIERE- Spader will do Fallon, Today show and Live with Kelly. Hoping to have Megan do week 2 and Diego to do week 3 press. • MEET AND GREETS- Working on meet and greets for Megan Boone- Self and InStyle are interested so far. ENTERTAINMENT MARKETING & DIGITAL PLAN MARKETING PLAN With dynamic characters, engaging story lines, high-quality production and notable creative auspices, The Blacklist has all the elements to appeal to a remarkably broad audience. The marketing campaign will showcase Raymond Reddington, while also weaving in his mysterious relationship with Elizabeth and his blacklist to make it the most intriguing and anticipated drama of the fall. The Blacklist is being launched like a blockbuster film with a broad, mass-reaching campaign that includes special emphasis on appealing to women, given The Voice lead-in. Capitalizing on the show’s unique twist on the crime drama, the plan also includes tactics that appeal to the heavy TV viewer who is attracted to this genre. The multi-pronged attack began the day of the Upfront, featuring on- air promotion in The Voice and a trailer push that resulted in over six million views in one week. This aggressive, four-month campaign continues to fire on all cylinders and is comprised of promotions that ignited at Comic-Con, a heavy on-air schedule, a high-impact advertising campaign, extensive digital marketing and social media activity, as well as immense support from NBC’s Owned and Affiliate stations and NBCU/Comcast. In addition, Blacklist tags will be included on much of The Voice launch media, resulting in millions of incremental tune-in impressions. EARLY BUZZ- UPFRONT • Social profiles went live, heavily touting the trailer, show clips and photos. • Paid search advertising drove to the trailer on Google and YouTube (following the premiere date announcement) resulting in over six million viewers in one week. • Paid social blasts via Facebook and Twitter reached pop-culture enthusiasts. • On-air promotion launched in front of the massive audience for The Voice. EARLY BUZZ- COMIC CON • Anticipation rallied for The Blacklist via an inescapable awareness campaign on the ground, amplified beyond San Diego through digital, media, affiliate and PR extensions. • A 1,000-person panel featured a pilot screening, talent Q&A, and real-time social media coverage of the panel and press room. Photos, videos and interviews populated nbc.com and social media platforms. • The Blacklist build-out in San Diego’s Gaslamp Square (the most visible consumer activation location and epicenter of Comic-Con) featured a Reddington “hologlass,” his iconic cell box and a giant wallscape, as well as content sampling and social media check-ins. Thousands of The Blacklist branded consumer bags were distributed daily. • Select cast attended NBC’s 4th Annual Digital Network Party, mingling with 500+ guests and key press. • Buses wrapped with The Blacklist advertising traveled along all official convention routes. • Ad inclusion in official Comic-Con Guides; Full page ad in Entertainment Weekly’s first special-edition Comic-Con issue • Digital advertising surrounded Comic-Con content across desktop and mobile/tablet areas via media partners like Entertainment Weekly, HitFix, Facebook and Twitter. • Facebook search marketing with keywords targeting Comic-Con and related genre titles (Total Recall, Dexter, The Hobbit, Twilight, etc.) • Twitter partnership promoted tweets against Comic-Con keywords • NBC local affiliate KNSD covered the panel, press sessions and consumer activations, as well as distributed news entertainment stories via NBC News Channel for all affiliate stations in their newscasts. • Consistent distribution of The Blacklist Comic-Con packages throughout the weekend to affiliate websites and social media platforms. LAUNCH- ON-AIR PROMOTION • On-air promotion kicked off on May 13th in The Voice, and continues with promos across all day parts. • Premium placements include the season finale of The Voice S4, premieres of The Winner Is, Hollywood Game Night, America’s Got Talent, American Ninja Warrior, Get Out Alive and The Voice S5. • Promos within special programming include Miss USA, Macy’s 4th of July Fireworks Show, NHL Playoffs, Stanley Cup Finals, US Open Championships, NFL pre-season and Sunday Night Football. • Consistent support within top-rated shows outside primetime include The Today Show, Days of Our Lives, Saturday Night Live, The Tonight Show and Late Night with Jimmy Fallon. • Promo lengths include :90s, 60s, :30s, :15s and :05s. • Animated snipes will drive tune-in closer to launch. LAUNCH- OFF-AIR MEDIA CAMPAIGN Television (Late August – Premiere) • National Cable • Robust presence days leading into premiere to a broad audience including news, crime and drama viewers on networks such as History, A&E, BBC America, Discovery, TNT, ID, AMC, Comedy Central, CNN, HLN, Fox News, TBS, Bravo, and Lifetime • Local Cable • Top 27 A18-49 Markets (53% U.S.) on networks listed above • Heavy-up one hour leading into premiere with quick tune-in messaging • Roadblocks on Satellite and Telco partners one hour leading into premiere to remind viewers to change the channel • Custom tune-in promotion with DIRECTV across all their assets (channel guide, newsletters, and on-demand platform) driving to premiere • Interactive Program Guides on premiere day, in the C3 window
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