In 2009, Entertainment Weekly created an integrated campaign for NBC and its new The Tonight Show with Conan O?Brien. The program was centered around EW's Must List franchise and also included additional key placements both in-book and online.
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NBC kicked off the program will a full page tune-in ad in EW?s 5/29/2009 issue.
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The "Andy's Richter Scale" Must List integration ran in five consecutive issues, beginning with EW?s 6/19 issue, as well as online for the entire duration of the flight.
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To further promote the show in-book, NBC ran a ½ page Conan O?Brien tune-in ad in seven consecutive issues beginning with the 6/19 issue.
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NBC sponsored EW.com's editorial Must List Site Special. The NBC campaign had 5,238,346 pageviews -- an 847% increase YOY.
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EW.com created a custom "Andy's Richter Scale" page within the M ust List Site Special, featuring a weekly entertainment picks from Andy Richter.
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The Tonight Show with Conan O'Brien Must List Video sponsorship. NBC's Tonight Show pre-roll had an average click thru rate of .84
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NBC Conan homepage take-over, pre-expansion.
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NBC Conan homepage take-over, post-expansion.
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A wrap-up study of the campaign revealed that EW Readers found the ads funny and eye catching, among other things. Source: 2009 Front Row Reader Panel Study
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EW readers love The Tonight Show! 75% recalled seeing the any of The Tonigth Show ads in Entertainment Weekly or on EW.com.