MUMBAI: US media conglomerate NBC Universal‘s digital division NBC Universal Digital Entertainment, NBC Universal Digital Sales and personal care brand Dove have announced the formation of a new mobile entertainment portal for women - Dove Good2G.
Dove is NBC Universal‘s inaugural partner in the creation of its first-ever cross-property mobile destination. This strategic partnership creates a platform that will service and attract a female audience seeking mobile entertainment on-the-go.
During the year long partnership Good2Go introduces a wide scope of integrated marketing platforms that includes a robust mobile entertainment experience with customized digital content from NBC.com, oxygen.com, bravotv.com, accesshollywood.com and iVillage.
Dove Good2Go will provide content in a customized and editorially crafted way that fits the mobile space. Content includes video short clips, highlights, interviews, how-to tips, advice, photo galleries and more. Some of the shows currently included in the campaign are 30 Rock, Parks and Rec, Days of our Lives, Friday Night Lights and archived clips from this America‘s Got Talent and Real Housewives. Content will continue to rotate throughout the year.
Later this year, participating women will also be able to enter an exclusive sweepstakes, where they can win a customized prize package tied to their favorite NBC Universal brands. This includes a trip to LA and chance to attend to a red carpet movie premiere from "Access Hollywood," a shopping spree in New York courtesy of iVillage, a trip to attend fashion week in February 2011 with Style by Bravo and more.
NBC Universal Digital Entertainment president Vivi Zigler says, "This initiative represents an unprecedented scope of customized platforms that will leverage mobile, online and social components. We intend to aggressively use the full assets of the NBCU portfolio to deliver great content for users to access on the go on their mobile phones."
NBC Universal Digital Media Sales executive VP Peter Naylor says, "Through Women at NBCU‘s digital network, NBC Universal has one of the largest aggregations of content-driven female online brands in the marketplace. We are excited to put this extensive portfolio to work for Dove, which is taking advantage of the sharp rise in mobile usage by women, with a smart and creative campaign."
Unilever marketing director, Personal Wash US Rob Candelino says, "Dove has always been an innovator in the digital space. We see tremendous opportunities to unlock the potential of mobile marketing and look forward to pioneering creative new ways to reach our consumers with compelling brand experiences in this new environment."
The programme, put together by Mindshare, Unilever‘s media services agency of record, will run for one full year. Dove will have full ownership of the Good2Go mobile experience. The Dove Good2Go mobile portal can be accessed at m.DoveGood2Go.com.
