Smash Expands Role With NBC

Hub Shop to Tout Network’s New Retail Store, E-Commerce Site
BOSTON – Smash Advertising has been tapped by longtime client NBC to create advertising for NBC Experience, a retail initiative that includes a 20,000-square-foot store in New York and an e-commerce site on the Web.
The Boston agency is developing a broadcast campaign using the tagline, “See it. Feel it. Shop it” for the store and “See it. Click it. Shop it” for the site, which will launch next month, updating the client’s existing Web offering (
Commercials will break in the next few weeks on NBC-TV and its affiliates, which have allocated the equivalent of “millions” of dollars in airtime for the push, said Smash creative director Linda Button.
The agency was hired based on its long-standing relationship with NBC vice president, retail operations and consumer marketing Barry Leffler, who worked with Smash on ads for NBC Europe and now heads up NBC Experience.
At present, NBC Experience has a single retail location near the network’s headquarters at 30 Rockefeller Plaza. However, the concept “has the potential” to be expanded into other markets nationwide, similar to retail ventures by movie studios such as Disney and Warner Bros., Button said. Any expansion would be based on the performance of the initial New York store, which opened about six weeks ago, according to Leffler.
Along with offering an array of merchandise stemming from the network’s shows, NBC Experience presents shoppers with a variety of interactive activities. A Panasonic HDTV theater and 250 monitors offer NBC fare from past and present and blue-screen technology allows visitors to “appear” on The Tonight Show With Jay Leno and take home video souvenirs of the experience. Patrons will also have the chance to “interact” with The Today Show’s Al Roker and match wits with sportscaster Bob Costas, thanks to technology.
The interactive nature of the store will hopefully differentiate the NBC initiative from rivals where sales of merchandise are the primary concern, Leffler said.
Smash, which specializes in entertainment-industry clients and broadcast promotions, has worked on various portions of the NBC account. For example, the agency handles print work for NBC Sports and, in addition to relaunching NBC Europe, has helped introduce NBC and CNBC in Asia.