CASE STUDIES

NBC’S TODAY SHOW : “WHERE IN THE WORLD IS MATT LAUER?”

CHALLENGE

NBC came to UCG looking to raise awareness for their Today Show “Where in the World is Matt Lauer” series and engage consumers in a unique marketing campaign providing a hands-on experience with the followmatt.com site. Another goal for the campaign was to build a viral buzz and drive traffic to the micro-site – followmatt.com.

SOLUTION

• Created a custom built “mobile studio” to promote the “Where in the World is Matt Lauer” series to give consumers and tourists in New York City a unique experience with the NBC brand
• Designed a microsite (followmatt.com) that included a User-Generated Contest which gave consumers a chance to make a video telling NBC why they deserve to win a vacation much like Matt Lauer
• Mobile studio included two video kiosks to give consumers an easy and fun way to film their video submission for the contest
• The mobile studio was parked in high-traffic locations around New York City to ensure maximum exposure and consumer interaction and tote bags with branded premiums were also handed out

RESULTS

• 502 Videos were created and entered into the contest
• 5,750 gift bags distributed to consumers
• The campaign generated over 3 million impressions from the event, website, and PR coverage