Marketing, social and broadcast make up 'Best Night Ever'

by digitalmediawi 0

Jane Krakowski and Giuliana Rancic are among the cast members of 'Best Night Ever,' a viewer-influenced sponsored miniseries with elements of marketing, social and broadcasting.

Jane Krakowski, Giuliana Rancic, Andy Cohen and Tim Meadows are among the cast members of Best Night Ever, a new series of sponsored content produced by NBCUniversal’s Integrated Media and Creative Partnerships & Innovations groups in association with Mindshare Entertainment.

Viewers follow the adventures of “a hot guy and girl” who make it past the velvet rope at Clear, an exclusive club named in honor of the sponsor, Unilever’s Clear Scalp & Hair Therapy. Once inside, they interact with the in-crowd and work their way into the VIP section called The Source, aiming to have their “best night ever.” Consumers don’t just watch, however – using capabilities from InterludeTechnology, viewers decide what happens next throughout the evening, including whether they ever make it into the VIP section.

Social media leverages the series further, plus participants can earn points on NBC’s Fan It platform.

Jane Krakowski (pictured) is currently best known for 30 Rock; Andy Cohen, Watch What Happens Live; Giuliana Rancic, E!’s E! News, Fashion Police and Live from the Red Carpet, and Style’s Giuliana and Bill; and Tim Meadows, a Saturday Night Live alum.

Best Night Ever was teased during the sweeps week broadcast of NBC’s America’s Got Talent and launched May 21 during Bethanny Ever After on Bravo. The mini-series will unfold as four 30 second spots on Bravo, E!, Oxygen and Style over four weeks starting on May 21, and each will conclude by inviting viewers online to participate. The final episode will be broadcast across several NBCUniversal cable primetime shows such as Real Housewives of New York (Bravo), Keeping up with the Kardashians (E!) and Giuliana and Bill (Style).

Related links:

Best Night Ever – Facebook page

Unilever – official site

NBCUniversal– official site

NBC’s Fan It – official site

Mindshare – official site

Interlude – official site

Joint – press release

 

 

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