NBC gets music artists to 'Chime In'
Network tunes in with new branding campaign
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The artists will appear in a new series of on-air promos as part of NBC's ongoing "Chime In" branding campaign.
King will be seen, for example, adding a twist to the G-E-C notes on his guitar, while the B-52s have come up with a more dance-oriented take on the chimes.
"There are two objectives here: to continue to brand the tone of voice for NBC and, because we're living now in a C3 world (the commercial ratings measurement preferred by advertisers), we're trying to make our commercial breaks as entertaining as possible," said NBC Entertainment marketing prexy Adam Stotsky.
Other artists involved include Richie Sambora and the Airborne Toxic Event.
The chime spots will air between shows at the top and the bottom of the hour. The musicians weren't paid to do the spots but were given a "modest gift honorarium," according to NBC Agency topper John Miller.
Miller compared the campaign to a similar one a few years ago, when artists like Al Hirschfeld were tapped to design their takes on the Peacock icon.
"We adopted that same model here," he said. Stotsky said the network and the artists would mutually benefit from the spots.
"They get added exposure as respected brands, and we get to co-opt their brands and attach them to NBC," Stotsky said.
NBC launched "Chime In" earlier this year to re-emphasize the net's 75-year-old audio cue. All promos now end with the notes; in recent spots, the chimes have been tailored to fit the show being promoted.
