TurboTax is taking over NBC's prime time on Sunday Jan. 30. The tax software provider has a unique branded content deal and a multiplatform ad campaign running on NBC Universal channels.
The campaign, first reported in The New York Times, launches with a branded microseries that will run in commercial pods throughout NBC's airing of the theatrical film National Treasure, from 8 p.m. to 11 p.m.
Dubbed "All Star Celebrity Treasure Hunt," the microseries shows three teams that scour Los Angeles in search of clues to identify all the tax deductions and credits they're entitled to. The "program within a program" features singer Brandy Norwood, actor Brooke Burns and NBC Sports commentator Jeremy Roenick, among others.
Seth Greenberg, vp of global media and digital marketing for TurboTax parent Intuit, said the idea was to "set the brand apart and create preference, both in offline and online media.”
The microseries will also be accessible via NBC.com, while related ads—featuring NBC talent—will air on seven different NBCU properties, including SyFy, Bravo, Oxygen, and select shows on the NBC daytime and prime time lineups.
The campaign will run through the tax season.