When NBC opens the curtain on Annie Live! Thursday night, Fisher-Price, Walmart and Wendy’s will be ready.
The sponsors have collaborated with teams from NBCUniversal to create and produce custom content commercials that will air during the show inspired by the theme, songs and story of Annie in order to engage the audience in a unique and seamless way.
Fisher-Price, Wal-Mart and Wendy’s are also part of pro-social holiday initiatives with NBC.
“As part of this larger holiday partnership with Fisher-Price, Walmart, and Wendy’s, we are able to both execute and spotlight initiatives that serve communities in need,” said Karen Kovacs, executive VP, client partnerships, advertising and partnerships, NBCUniversal.
For example, Wendy’s supports finding forever families for children in foster care with in-restaurant fundraising programs that benefit the Dave Thomas Foundation for Adoption. Fisher-Price will emphasize the importance of play and make a donation to Today’s national toy drive.
Walmart, along with Progressive and Xfinity are sponsoring NBCU’s “Family is Universal” campaign. The campaign will get the full Comcast Symphony treatment, with promotional backing from all of the company’s assets as it raises money for Feeding America. NBCU talent including Susan Kelechi Watson from This Is Us will be a part of the effort.
Walmart has supported Feeding America for years and is donating thousands of turkeys to food banks across the country.
As part of another holiday program, Wayfair will make a contribution to an organization supporting Dr. Giles’ work during Kelly Clarkson Presents: When Christmas Comes Around on Wednesday.
NBCU also started a Health is Universal Initiative with the Mayo Clinic that spotlights caregivers. And NBC will air the L’Oréal Paris Women of Worth special, which honors women leaders of non-profit organizations.
“Together, with our partners, we’re leading with purpose and giving back this holiday season, and all year long,” Kovacs said.■
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Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.
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