• by Wayne Friedman , February 14, 2014

NBC’s “The Tonight Show Starring Jimmy Fallon” will launch with a major advertising/sponsorship deal -- with General Electric.

The former majority owner of NBCUniversal says the deal will be a multiplatform, integrated partnership, including custom-branded integrations called “Tonight Show Fallonventions.”

The first campaign will feature a GE branded “Tonight Show Fallonventions,” section on “The Tonight Show Starring Jimmy Fallon” Web site, where exclusive digital content will be tied to each in-show segment.

In-show integrations will include segments where Jimmy Fallon and three kids showcase inventions. GE also will be the launch sponsor of the all-new “The Tonight Show” app, where viewers can share content from the show.

“We always try to mirror Jimmy’s creativity when it comes to finding ways for our advertising partners to reach their target audiences,” stated Dan Lovinger, executive vice president, Entertainment Advertising Sales Group, NBCUniversal.

“The Tonight Show starring Jimmy Fallon” will start up after the Olympics on Feb.17. The GE in-show brand integrations will begin Feb. 19.

Financial terms of the deal were not disclosed .