NBCUniversal Unveils ‘Social Synch’

NBCUniversal today unveiled Social Synch, what its calling a “first-of-its-kind product to unify and extend advertising partners’ social media campaigns across multiple platforms” incorporating its vast portfolio of brands.

Social Synch connects advertising brands to NBCUniversal programming and talent that are driving the most important social conversations in real time, while also running concurrently with on-air advertisements and larger portfolio-wide campaigns.

For example, rather than an advertiser having to go to each individual social media partner, NBCUniversal ties the sponsorships and integrations into a unified effort.

“Social Synch gives clients a clear strategy they’ve been asking for to inject their brands into the social conversations around NBCUniversal content and deliver their messages across all relevant social platforms,” said Scott Schiller, EVP, digital advertising sales, NBCUniversal. “As the media landscape continues to fragment, scale is proving more important than ever and our content is driving some of the most popular social conversations. Social Synch, as part of our ‘Total Audience Approach,’ already has driven significant incremental reach for our clients, across buying categories and our diverse portfolio of content.”

NBCU also said that television content drives the majority of social conversations, and, since earlier this year, Social Synch has been included in approximately 30% of NBCUniversal cross-platform partnerships. “Social Synch,” it said, “coordinates organic and paid campaigns across multiple social media platforms so that brand initiatives and social media budgets are more tightly coordinated and incorporated alongside NBCUniversal programming and talent.” 

Recent Social Synch campaigns include the Audi sponsorship around the Primetime Emmy Awards where original video content was distributed via social media concurrently with contextually relevant on-air programming. Mazda also partnered with NBCUniversal to help expand the reach of its Mazda Drive for Good campaign across the company’s portfolio and utilized Social Synch.

“NBCUniversal’s Social Synch is very valuable as current market solutions require us to spend a significant amount of time and effort to manage the disparate logistical elements of a social activation,” says Jonathan Anselmo, managing director, MediaVest. “By streamlining this process, this new offering ultimately allows us to develop richer experiences for our consumers.”