A new sport and movie mashup marketing initiative from US media and entertainment behemoth NBCUniversal sees Winter Olympic athletes encounter dinosaurs in crossover spots for the company’s upcoming ‘Jurassic World Dominion‘ movie and its coverage of the Beijing 2022 Winter Olympic Games.
The two-week tie-up campaign from Universal Pictures and NBC Sports features three Team USA Winter Olympic athletes and a herd of viscous looking dinosaurs to promote the upcoming 10 June theatrical release of ‘Jurassic World Dominion’ (the film is the latest in Universal Pictures’ $5bn ‘Jurassic Park/World’ franchise) and the broadcaster coverage of Beijing 2022 which begins on 4 February.
A hero two-minute spot debuted online in mid-January and will first air on television during NBCUniversal’s coverage of the opening ceremony of the XXIV Olympic Winter Games in Beijing on 4 February.
Featuring a fearsome T-Rex menacing Olympic gold medal winning skier Mikaela Shiffrin, the first trailer/spot debuted online on 21 January and which first ran during NBC’s NFL Divisional Round telecast on 23 January.
The spearhead ad will be supported by a set of spots also featuring Team USA athletes in thrilling encounters with dinosaurs amid the snow and ice which will run across multiple platforms and feature individual snowboard super star Shaun White and three-time world champion figure skater Nathan Chen.
“The spots we have created with our Olympic athletes are jaw-dropping, innovative and thrilling,” said NBCUniversal CMO For Entertainment & Sport Jenny Storms.
Comment
NBC Sports and Universal Pictures are divisions of NBCUniversal, a subsidiary of Comcast Corp, and the Beijing 2022 / Jurassic World Dominion campaign shows how Comcast’s strategy is to coordinate ads, assets and content across its various divisions to create impactful marketing.
The company’s new streaming service, Peacock (where its core Olympics coverage and the campaign will also appear) is also a division of NBCUniversal, while also in early February the Super Bowl will be carried across NBCUniversal channels.
While the movie will receive a theatrical release, the effect of the pandemic means that producers will also give it an earlier than usual run on NBCUniversal’s Peacock streaming service before an exclusive release of Amazon Prime Video.
At Activative we like a good cross-code sport/movie mashup and the tactic dates back at least to Manchester United FC’s multi-film partnership with 20th Century Fox from back in 2017 promoting films such as ‘Kingsman 2’ and ‘Logan’.
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