Mobile marketing blog

For some time now NBC has enjoyed the new found success of their TV hit show Heroes. The series follows the lives of ordinary people gifted with extraordinary powers that corrupts some and purifies others descending them into a good versus evil showdown. Heroes have suffered from low ratings recently triggering NBC to make the leap into mobile marketing.

NBC are using interactive SMS in real time with TV broadcasts as well as offering $25,000 if they solve a mystery using various hints as the story unfolds. The marketing campaign includes:

• graphic novels for mobile handsets
• a game of survival
• various snippets of Heroes
• a micro site

Users could text "HPLAY" to 62288 at any time to start interacting, the number and keyword were promoted during Heroes broadcasts.

Stephen Andrade, NBC senior vice president of digital development and general manager said "Mobile is another device like the PC Web or interactive TV or anything else that can deliver digital content... It's small and portable and for us it makes sense to combine it in our overall marketing plans."

NBC have displayed tremendous marketing dexterity in years gone by and this campaign is no different. They have recognised that email and web cannot completely compliment television. Mobile is perfect as the viewer will have their mobile phone near them while watching the show, SMS is instant and quick to read. The interactive potential of mobile and television has not been fully realised but there is no doubt NBC have taken a huge leap.