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Jay Leno may be coming to 10 p.m., starting tonight, but NBC is taking Leno just about everywhere, from highways to grocery stores. It’s all part of an extensive multimedia promotional campaign to build audience for the comic’s new weeknight, prime-time gig, on whose success NBC’s entire fall schedule rests.
Harnessing the digital out-of-home portfolio of NBC Everywhere, as well as other out-of-home assets in cinema, billboards in the top three markets, onboard American Airlines, even sponsoring Highway 10 in Los Angeles, NBC’s message of Leno’s special brand of comedy was hard to miss.
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