Looking to drive interest in its growing TV Everywhere products, NBCUniversal has recently launched a campaign spanning its 14 cable channels. The campaign, “Watch TV without a TV,” will be backed by digital and on-air promos across NBCU’s portfolio and will focus on how consumers can access content across those channels and brands on connected devices as part of their existing TV subscriptions.

According to Multichannel News, the campaign ran from Dec. 26, 2014 through Jan. 1, 2015, and showcased existing TVE apps from NBCU’s lineup, including E! Now; USA Now; NBC Entertainment; NBC News, Bravo Now; CNBC; Esquire Now; Golf Live Extra; MSNBC; NBC Sports Live Extra; Oxygen Now; Sprout Now; Syfy Now, and Telemundo Now. 

The new TVE consumer campaign will be “laser focused on driving web traffic, mobile downloads, video views and increased engagement across NBCUniversal’s brands,” NBCU said. Developed in partnership TBWA/Chiat/Day NY, the campaign will also feature social media components, including the #TVwithoutTHETV Twitter hashtag.

“NBCUniversal has some of the most iconic brands in TV, so it is only natural that as TV viewing evolves into digital platforms, we as a company continue to expand our strategy, creating broader TV Everywhere options for our consumers,” said Alison Moore, GM and EVP, TV Everywhere, NBCUniversal, in a statement. “With the unyielding support of the company’s vast portfolio of brands, this groundbreaking marketing campaign will heighten consumer awareness of the variety of ways viewers can watch both their beloved favorite shows and exciting new shows across multiple digital platforms right now and on their own time.”  

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big Design, Customers 1st, Digital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.