In developing a marketing plan for supernatural thriller Manifest NBC “recognized it had to go big and go everywhere.”
The network did just that by unveiling the complete, more than 9-minute-long first act of the series, across all of NBCUniversal’s Cross Company Partners’ digital and social platforms in a rollout strategy that launched at 9 a.m. on August 28.
Four years after the disappearance of Malaysia Airlines Flight 370, Manifest imagines what would happen if the missing plane and its crew and passengers on fictitious Montego Air Flight 828 suddenly reappeared.
From creator Jeff Rake (The Mysteries of Laura) and producers Robert Zemeckis and Warner Bros. TV, NBC leveraged a long list of its assets to market the show.
The clip debuted on social platforms including: YouTube, Facebook, Twitter, Instagram TV; and distribution platforms including: NBC App on Amazon Fire, Roku, Apple TV, DirecTV, Xfinity, MVPD’s and more.
NBC also crafted a social and editorial promotion strategy that focused on cross posting or sharing across platforms by E!, Bravo, Access Hollywood, USA Net, Universal Pictures Home Entertainment, Xfinity, Oxygen and Telemundo.
Other tactics included a homepage takeover on Fandango and Rotten Tomatoes, as well as airing the full act online with on-air mentions across entertainment news broadcasts on 240 affiliate stations, and deputing it at theme parks and resorts, including hotel room screens, CityWalk, Tram tours and more.
A plot reveal at the end of the first act serves as a perfect cliffhanger designed to leave viewers wanting to know more.
Manifest will premiere September 24 at 10 p.m. on NBC.
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