Not a stranger to one another, UGO and NBC have gotten together again to promote prime-time hit "Heroes." The two have worked together before when NBC (GE) ran promotions for the 2004 Summer Olympics and 2006 Winter Games.
With Fox's "24" bringing strong competition to them, the network decided to look for new viewers online. The UGO site demographic fits in well with "Heroes" as they specifically target the much desired 18-34 male.
The campaign is called "Heroes A to Z," and offers a recap of the series' plot and a look at the 12 major characters in the show.
Ken Grayson, senior media director with the NBC Agency, which heads up the promotion, said, "We knew we had to protect and grow the show. We do various recaps of our show on our own Web site--this is a way to extend that catch-up with other partners. It's that audience of young men we're looking for--that's hard to find elsewhere."
UGO's CEO, J. Moses said that their main strategy and strength is to take the existing materials a company uses for promotion and put it together as content to reach out to its user base.
This is a good example of creating a niche and drawing a specific demographic that is attractive to advertisers. A simple strategy that will work over and over again.
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