NBC/Universal, Sprint Feature Mobile Content to Create Uniqueness

Amy Randall, VP of creative partnerships and innovation for NBC/Universal, posed a simple question recently at the L.A. Mobile Entertainment Summit: “There’s a lot of things you can do [to market content] with a mobile phone. Our question is: What should you be doing?”

For “Heroes” in 2009, NBC/Universal and Sprint rolled out a 10-week story arc for a character in the series, offering Sprint customers the chance to watch the episodes a full 24 hours before anyone else got to see them.

One angle here is the creation of a unique experience for Sprint users. Given that some marketers believe there is much more room for creating experience differentiators using content, the campaign points to how that can be done.

Mobile Experts Mull Future | homemediamagazine.com