Boeing exclusively sponsors MSNBC’s new Meet the Press app
By Dan Butcher
March 26, 2010
Boeing's mobile sponsorship takes off
MSNBC has launched the “Meet the Press with David Gregory” application for the iPhone and iPod touch, and Boeing bought out all the inventory to become the exclusive launch sponsor.
The new “Meet the Press” application, which features Boeing branding throughout, delivers a multimedia experience from America's No. 1 Sunday morning public affairs program, helping viewers stay connected to political news and analysis anytime via their handset. The “Meet the Press” application will be available to consumers in Research In Motion’s BlackBerry App World in April.
“Boeing's presence in the app is powered by our proprietary BrandBlast technology, which offers app-within-an-app potential,” said Ken Willner, CEO of Zumobi, Seattle. “Placements during content loading, in the home screen list and on article pages are creatively reflective of Boeing's overall sponsorship of 'Meet the Press.'
“We're pleased that Boeing is extending their longstanding sponsorship of the show to apps, recognizing the value of the platform,” he said. “Our goal is to reach the current Meet the Press audience as well as broaden the reach of the show to new viewers across a wide demographic.”
MSNBC taps Zumobi
Zumobi is a mobile media company that publishes branded applications for next-generation smartphones and cross-promotes then across the Zumobi Network.
Meet the app
The free “Meet the Press” application features interviews with leading U.S. and world newsmakers, discussions with noted journalists and experts from the program’s roundtables, along with integration with social media so that consumers can easily share clips.
Consumers can also join the conversation and connect with David Gregory, the moderator of “Meet the Press,” by following him on Twitter or sending him questions directly from the application.
Ask via the app and ye shall find out
The interface of the “Meet the Press” application allows for easy navigation by offering consumers a full view of the menu so they can select what they want to explore.
The settings enable users to easily scan and scroll through content or play and pause video.
Viewers can watch the latest headline-making interviews and political discussions in the featured “Headliners” and “Roundtable” sections, or tune in to “Take Two,” the broadcast’s Web-extra that features expanded roundtables on the top news of the day.
The Twitter integration enables consumers to easily share video as well as track any “Meet the Press” Twitter feeds.
Launching with Boeing as the exclusive sponsor, the “Meet the Press” application allows consumers to stay connected to the latest reports and analysis from wherever they are.
MSNBC and Zumobi are working together to promote the application across multiple platforms.
MSNBC is putting a call-to-action to download the application through its various media channels to get the word out.
MSNBC is running a 15-second promotion spot across its properties and will include a mention in the broadcast program based on editorial availability.
For his part, Mr. Gregory is actively promoting the application via social media, particularly his Twitter account, which has more than 1.5 million followers.
In addition to cross-promoting the application with millions of impressions across the Zumobi Network, Zumobi will engage in direct marketing via email, placement on its Web site and search engine optimization and marketing to drive it up the Apple App Store rankings.
“MSNBC’s strategy has been to provide 'Meet the Press' viewers with access to first-rate content, whenever it is convenient for them,” Mr. Willner said. “This new app is the next step in that process and extends the show’s content across multiple platforms everyday of the week, not just Sunday.
“IPhone and iPod touch users represent the most active users of mobile applications and even big brands as recognizable as 'Meet the Press' face the challenge of creating a highly engaging app,” he said.
“Zumobi’s experience and expertise with adapting content for mobile in its publishers' network enables MSNBC to publish an app that is highly repeatable and sharable for their users with great content, and that complements elements of current promotional campaigns.
“The Zumobi Network also provides a vehicle for exposing the app directly to highly engaged and responsive iPhone and iPod touch users.”
Related content: Advertising, Boeing, NBC, NBC Universal, Comcast, MSNBC, David Gregory, Meet the Press, Zumobi, Ken Willner, mobile applications, apps, Apple, iPod touch, iPhone, iTunes, App Store, Research In Motion, RIM, BlackBerry App World, mobile marketing, mobile
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