Home  › Social › Social Media
livingsocial-3-6-no-2

NBC Runs Video Ads on LivingSocial

  |  March 8, 2011   |  Comments

Deal seekers are offered an extra $2 savings in exchange for watching "America's Next Great Restaurant."

livingsocial-3-6-no-2

People who bought a LivingSocial voucher for a restaurant over the weekend may have gotten an additional $2 off their purchase. That is, if they first watched a :30 video trailer for NBC's "America's Next Great Restaurant."

After viewers clicked a "complete my order" button, they were taken to a video page on LivingSocial with the following copy: "Take 30 seconds to watch the trailer for NBC's newest show and receive $2 off right now on the deal just purchased!" Call-to-action copy and brand images for the network show appeared around the video player.

It's the first ad of its kind to appear on the daily deals site and will be available nationally for restaurant deals through March 13.

While financial terms were not disclosed, NBC has been exchanging cheap eats for "America's Next Great Restaurant" trailer views a lot lately. Two weeks ago, the media giant and Chipotle Mexican Grill began offering a buy-one-burrito-get-one-free coupon to people who watched the same movie trailer on Facebook.

The offer ran on NBC's Facebook page for the reality TV show, which stars Chipotle founder Steve Ells. Ad copy encouraged people to "like" the show - or "Become A Fan" - without requiring the action. "America's Next Great Restaurant" accrued more than 300,000 "likes" from Feb. 24 to March 3.

Chipotle posted about the the burrito giveaway to its audience of 1.2 million Facebook "likes," though it did no other messaging for the effort.

"This promotion wasn't designed to add Chipotle [Facebook 'likes'], but rather to get people to watch the show and to expose potential new customers to Chipotle," Mark Crumpacker, CMO for Chipotle, told ClickZ last week. "That's why it was promoted through some of NBC's digital channels."

Indeed, both the LivingSocial and Chipotle partnerships were designed to help drive show viewership for its March 6 debut on NBC. "America's Next Great Restaurant" appeared to have a disappointing overnight ratings showing, finishing fourth in its one-hour primetime slot behind ABC's "Secret Millionaire," FOX's "The Simpsons," and CBS's "Amazing Race."

Meanwhile, another premiering show, A&E Network's "Breakout Kings," seemed to fare better while coincidentally buying Twitter's Promoted Trend ad for March 6. The drama averaged 2.8 million viewers, which, according to the New York-based cable network, was its most successful dramatic show debut to date.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...