NBC Readies Cross-Promo for ‘Heroes’

NEW YORK Heroes, NBC’s new fall drama about regular Joes who learn they have superpowers, will receive a cross-platform promotional push via partnerships with National CineMedia, Nissan and Apple’s iTunes.

The effort will include brand integration and consumer sneak previews.

Beginning next month, the entire series will run free of charge on iTunes along with trailers, “making-of” footage and other bonus content. The network seeks to build early buzz by letting “moviegoers be the first to experience this daring new series with its own theatrical feel,” said John Miller, chief marketing officer at NBC Universal Television.

Commercial-weary viewers have Nissan to thank for the broadcast premiere’s reduced advertiser interruptions. The carmaker is the series’ sole brand sponsor. Nissan North America vp of marketing Jan Thompson said the program’s “contextual experience is as important as the message” in terms of the client connecting with potential customers.

In the August countdown to the broadcast premiere, NCM theatergoers will receive co-branded NBC-Nissan “custom cards” with pin codes redeemable online for free downloads and companion content. Also on tap at NCM are 10-second teasers reminding audiences to return to the theater in September for their free cards and other promotional items.

Combining forces with NBC offers “consumer engagement opportunities for cinema enthusiasts,” said Cliff Marks, NCM president of sales and marketing.