NBCUniversal today announced a wide-reaching partnership with Chrysler brand, Universal Pictures and Illumination Entertainment to launch the all-new 2017 Chrysler Pacifica and Illumination and Universal's "The Secret Life of Pets" which arrives in theatres July 8. In a fully scaled effort, the multi-episode custom content pieces created by NBCUniversal's Content Innovation Agency, Universal Pictures and Illumination will feature NBCUniversal Talent including star "Late Night" host Seth Meyers and his dog, Frisbee, and will air across the company's networks and social platforms, as well as on BuzzFeed and Vox Media, beginning April 11 through July that will be distributed across the social web.
Starting today, the custom content will debut during NBC's TODAY and then across the NBCUniversal portfolio. Content featuring the Pacifica, animation from "The Secret Life of Pets" and NBCUniversal talent will appear on Golf Channel, NBCSN,
Sprout and
USA Network. The launch campaign will conclude tonight with a live ad featuring Meyers on "Late Night with Seth Meyers," and another original content piece, as well as the debut of the brand new trailer for "The Secret Life of Pets."
"The opportunity to partner with NBCUniversal to create engaging content featuring talent from across its diverse television network portfolio presented a strong media platform with incredible reach to tell the story of the all-new 2017 Chrysler Pacifica," said Olivier Francois, Chief Marketing Officer, FCA - Global. "'Leveraging the unprecedented level of functionality, versatility, and technology of the vehicle, including our UConnect theater, together with "The Secret Life of Pets,' a film for mom, dad and their children, is the perfect combination to introduce audiences to the all-new Chrysler Pacifica as the ultimate family vehicle."
This program also extends to NBCUniversal's extensive digital and social platforms and will feature content from the campaign and will take advantage of the company's Social Synch program. Telemundo's "Un Nuevo Dia" will activate its digital properties to feature the content. BuzzFeed and Vox Media will also create their own unique and engaging content on April 11.
"This unprecedented partnership represents how NBCUniversal is able to tap into assets across our company, from film to distribution, to deliver our advertisers audiences with incredible scale," said Linda Yaccarino, Chairman, Advertising Sales and Client Partnerships, NBCUniversal. "We were thrilled that Chrysler entrusted us with developing a
BREAKTHROUGH campaign for their biggest launch of the year, and we couldn't be happier to join with 'The Secret Life of Pets' as our partner."
The campaign continues on April 12 with the rollout of three additional branded content pieces featuring Seth Meyers and the all-new 2017 Chrysler Pacifica, which will air across NBCUniversal's networks and digital pages. The custom content, as well as the "The Secret Life of Pets" trailer, will live on Fandango for the entirety of the campaign.
