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NBCU's 'Symphony' Strikes Chord in Multiplatform Ad Campaign

NBCUniversal is turbocharging a multiplatform ad campaign for Chrysler’s new Pacifica model with a tie-in to upcoming movie The Secret Life of Pets, digital content on Vox and BuzzFeed, and a live late-night commercial featuring Seth Meyers and his dog, Frisbee.

The three-month campaign is part of what NBCU calls Symphony, its ability to pull in all of the assets of parent company Comcast first on behalf of one of its own products and now for an advertising client.

Many marketers are looking to make their ad dollars work harder by asking networks to construct multiplatform ad campaigns and branded content to carry their message to consumers, and NBCU, among others, have been building teams to coordinate and combine the assets in their portfolios.

Read more at B&C.