NBC Universal Cross-Promotes Olympic Games and The Mummy

Here's a marketing first: a campaign that promotes the upcoming 2008 Beijing Olympic Games as well as the next sequel in a major summer theatrical movie release. 

NBC, "America's Olympic Network," owns the exclusive U.S. media rights to the Olympic Games through 2012. Universal Pictures, a division of Universal Studios and part of NBC Universal, is behind The Mummy series and this year's release of the next sequel: "The Mummy: Tomb of the Dragon Emperor". NBC Universal is promoting these two huge upcoming August events with what it calls it's "most comprehensive synergistic effort ever".

NBC first launched this combo campaign back on July 1st with a very unique and innovative co-branded TV spot in which they utilized top assets from both their TV and movie studio side. The piece features settings and characters from "The Mummy: Tomb of the Dragon Emperor" along with Olympic athletes that are seamlessly blended in sequences in which the action from the film transforms into Olympic events. The connection is that most of the action in The Mummy takes place in China and the Beijing Olympic Games are also in China.

The TV spots will continue through the end of August. “The Mummy” hits theaters on Aug. 1, followed by the Beijing Summer Olympics opening on Aug. 8th. On July 18th an extended 2:30-minute version also started running in NCM theaters nationwide. It also is being featured on in-park screens and Astrovisions at both Universal Studios Hollywood and Universal Studios, on screens in 235 college campuses, at the NBC Experience Store at 30 Rockefeller Plaza, on NBC Wireless Networks' NBCNews2Go, NBC.com, NBCOlympics.com and other NBC websites, in over 4,700 New York taxis on the NY10 Taxi Entertainment Network.  Additionally it's being distributed on multiple cable systems nationwide.

Watch the extended piece here:

It's a pretty cool film and one that has been getting rave reviews so far from those who have viewed it. Brendan Fraser, star of "The Mummy," made an appearance at Universal Studios in Orlando, FL, to present a first sneak preview of it as well as mingled with some fans. Not only is this the first time the Olympics Games have been cross-promoted with a major motion film release, but also this year NBC will carry an unprecedented 2,200 hours of coverage streamed live online at NBCOlympics.com.

You can read more about the marketing campaigns surrounding this year's Summer Olympic Games in my previous posts here, here and here.

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