Starting on Friday, CBS and Turner Sports will roll out a multiplatform campaign featuring the rock band Kings of Leon in order to promote the NCAA Tournament.
Tournament footage will be weaved into the band’s video, “The Immortals,” and shown on 5,800 movie screens across the country until March 17.
“We are proud to be working with Kings of Leon throughout the tournament and using their powerful song “The Immortals” as a theme of our marketing campaign and coverage,” said Christina Miller, senior vice president of Turner Sports strategy, marketing and programming. “Our extensive multi-platform campaign will help communicate to fans the exciting new changes to the tournament’s coverage, particularly that every single game will be broadcast live nationally for the first time ever, allowing fans to choose which games they want to watch.”
As part of the campaign, Kings of Leon will perform at the Coca-Cola Zero Countdown, a three-day free music festival that will take place at Discovery Green in Houston during the Final Four.
CBS and Turner are doing everything they can to get the word out about their new 14-year agreement to air the NCAA Tournament. Along with the theatre campaign, extensive outreach will take place on select Turner-owned networks (TNT, TBS, truTV, CNN, HLN, CNN Airport) and select CBS resources (CBS Television Network, CBS Radio, CBS Outdoor and CBS Interactive).