NBC, Microsoft Advertising partner for upfront campaign

NBC launched a campaign May 17 with Microsoft Advertising to promote the TV network's Fall 2010 lineup across 19 of Microsoft's digital properties.

The campaign includes takeovers of MSN.com, Bing search components, a mobile presence and in-game advertising on Xbox live. Microsoft Advertising has also established a “Preview to Fall TV” media presence on MSN TV and MSN Entertainment.

The effort, which features the tagline “More Colorful,” also includes remarketing to consumers across Microsoft digital channels. Microsoft Advertising will also create a mobile WAP site and conduct SMS messaging.

NBC will tailor creative for each channel, Microsoft said in a statement. Ads will feature content from fall episodes to pique viewer interest and promote content sharing.

The network's goal is to garner upfront advertising commitments for fall episodes and to build consumer awareness. The upfront season begins next week.

Neither NBC nor Microsoft were immediately available for comment.