NBCUniversal today announced unique cross-platform advertising partnerships with Eveready, SUBWAY restaurants and Orville Redenbacher's around "The Million Second Quiz," NBC's innovative live competition show.
"The Million Second Quiz" (MSQ) show will be the first fully convergent social television experience, where viewers from all across America will be able to tune in to a 23/7 live stream of the show, play along in sync with the game during Primetime and get a chance to be chosen as a contestant for The Following night's Primetime show.
To kick off the dynamic experience for fans, Eveready is exclusively sponsoring the MSQ iOS and Android applications which launched August 13. The free apps integrate second screen tools into the live TV experience and enable at-home viewers to compete even before the show airs on television September 9 at 8pm ET. Additionally, Eveready brings fans the official MSQ digital Countdown Clock and "Charged Moments" segments that will feature highlights on each night's broadcast from the previous 23 hours of competition.
"We're excited for the opportunity to sponsor The Million Second Quiz app," said Cass Harris, Brand Manager, EVEREADY. "This digital aspect of The Million Second Quiz allows families not only to interact with one another, but to interact with the live show on their television screens. The introduction of this family-centric game into this digital space complements the EVEREADY brand. Just as technology plays an integral role in everyday life, so does EVEREADY."
The fully interactive app allows viewers and contestants to stay connected 23/7 for the two-week show duration, playing alongside on-air contestants from their homes and on their mobile devices, as they attempt to unseat on-air contestants for a spot on "Winners' Row" and the opportunity to travel to New York City to compete on air.
"This show is redefining the second screen experience," said Scott Schiller, Executive Vice President, Digital Advertising Sales, NBCUniversal. "The Million Second Quiz show and digital apps are a one-of-a-kind opportunity for our brand partners to reach and engage audiences, in real-time, before and during the program's run."
SUBWAY restaurants has built a fully functional restaurant on the MSQ competition location to provide contestants sitting in the "Play Along Area" and "Winners' Row" suite with food and beverages to ensure they are fueled up to perform at their best. Additionally, SUBWAY restaurants will be providing gift cards to contestants over the course of the game for a free $5 FOOTLONG all SUBtember long. For those waiting in line to play, SUBWAY is offering photo opportunities and social media engagements with the infamous SUBWAY "AVO-CAR-DO" highlighting the superfood, avocado, which is available on any SUBWAY sandwich.
"The Million Second Quiz show is the best example of the convergence of our content across multiple platforms and the power of broadcast television to drive people to compelling digital content," said Jim Hoffman, Executive Vice President, Network Entertainment Sales and Marketing, NBCUniversal.
SUBWAY restaurants' integrations run across traditional and digital TV platforms, directly reaching consumers through on air, online and in-store promotions. SUBWAY restaurants will also award a grand prize of a year's worth of $5 FOOTLONGS via NBC's radio promotion in the top 15 markets. SUBWAY restaurants will also disseminate messages via Facebook and Twitter and will have a presence in the live stream both online and in the MSQ App.
"Million Second Quiz combines the reach of broadcast television with the frequency and engagement of on-going digital exposure," said Tony Pace, SUBWAY Global Chief Marketing Officer. "Add the presence and personality of Ryan Seacrest and, in our estimation, it is a winner even before anyone sits in the Money Chair."
In addition, Orville Redenbacher's will join as the show's snack partner, sponsoring the giant on-air competition clock which will feature Orville Redenbacher's new creative campaign enticing viewers to "Get Your Orville Ready!" for MSQ's must-see TV viewing experiences. Orville Redenbacher's will brand the countdown structure, featuring "Get Your Orville Ready" on the LED countdown screen, along with verbal call-outs during two of the highly competitive moments as the game ticks down. Contestants waiting in line to compete will also snack on Orville Redenbacher's Ready-To-Eat Gourmet Popcorn in Kettle Corn and Sharp White Cheddar flavors as part of Orville Redenbacher's on site presence.
"The Million Second Quiz" premieres Monday September 9 (8-9 p.m. ET) and continues through Saturday, September 14 in the same 8 p.m. hour. It will then resume on Monday, September 16 and will air each night (8-9 p.m. ET) until the finale on Thursday, September 19 (8-10 p.m. ET).
