Around the Net

Verizon Integrates With "'30 Rock'"

In one of the latest prime-time product integrations, a recent episode of NBC's "30 Rock," Alec Baldwin and Tina Fey, in character, tout the merits of Verizon Wireless. Theen Fey asks, " Can we have our money now?" The scene features Baldwin talking about how popular the phones are, while Fey calls the service "just unbeatable." Verizon isn''t saying how much it forked over for the placement, but "we talk with NBC on a consistent basis about opportunities," says Lou Rossi, director of media and sponsorships at Verizon Wireless.

He did say that in addition to fees, Verizon provided marketing support for the show with co-branded ads in Maxim magazine and promotional content on "We want an integration to be as organic and natural to a show as it can be," he says. "Certainly with the "30 Rock" humor and writing, this type of integration just works well for them and for Verizon Wireless."



Read the whole story at The Hollywood Reporter »

Next story loading loading..