The deal, which this round will reach across six NBC networks, has the Intuit Inc. tax preparation software featured in spots with actors in NBC's Thursday prime-time show "Community," for example. That advertising, which started last week, will continue through February.
Some of the unique commercials air right after segments in "Community," creating a seamless flow to keep viewers watching. In one spot, cast member Ken Jeong does his taxes in the middle of a deductible "business lunch" with another "Community" cast member, Jim Rash.
In other integrated cable network spots, Jason Hawes from Syfy's "Ghost Hunters" searches for tax advice while on a ghost hunt. Similarly, Newton Wimer of The Weather Channel can be found working on his return in the middle of a hurricane impact test.
Mike Pilot, president of sales and marketing for NBC Universal, stated: "We know that connecting a client's brand to the equity of our content and our platforms sends engagement scores through the roof."
The spots will air on multiple NBC Universal programs, as well in sports programming and other dayparts. Other integrated spots will be seen on USA Network's "Burn Notice," Bravo's "The Real Housewives of Orange County," Syfy's "Ghost Hunter's International," Oxygen's "America's Next Top Model" and The Weather Channel's "Weather Proof."
The Turbo Tax commercials will also run on the NBC digital media platforms: nbc.com, bravotv.com, syfy.com, the weatherchannel.com, usanetwork.com, and oxygen.com., as well as social-networking areas.