NBC Drives Emmy With Infiniti Spots, 'Community' Participation
Each summer, the network with Emmy home field advantage anticipates the promo platform the awards show can provide. This year, NBC will try to capitalize on that, while grabbing some extra cash in the process.
During the Aug. 29 event, the network will run a series of vignettes with the characters from its comedy "Community." Sponsored by Infiniti, the shorts will feature a storyline with an Emmy theme. They take place inside one of the auto marketer's new SUVs.
The deal also includes Infiniti taking a top-line sponsorship of both the Emmy show and, over the next year, the Academy of Television Arts & Sciences. NBC late-night personality Jimmy Fallon will host the show, which will air live on both coasts.
"Community," with Chevy Chase, is entering its second season after failing to crack the top-60 shows last season among 18- to-49 year-olds. It will debut this year about a month after the Emmys in the lead-off spot on NBC on Thursdays.
The Infiniti-backed vignettes, produced by NBC, will feature the cast heading to an Emmy party, while cracking about what the night might bring. NBC said the shorts will also appear on social-media outlets.
The "Community" crowd will not be the only ones riding to an Emmy event in an Infiniti. The company will provide 50 vehicles to ferry actual talent to and from the ceremony.