NBCUniversal’s Global Advertising and Partnerships division is leveraging talent and IP from the company’s networks for a custom ad campaign produced in-house for Israeli gaming startup Candivore’s launch of its flagship game Match Masters in the U.S.
The campaign, tag-lined “All The Drama You Need,” will consist of three custom 30-second spots, featuring Real Housewives star Dorit Kemsley, former pro wrestler and Barmageddon host Nikki Garcia, and influencer and former Top Chef VIP contestant Chiky BomBom playing the so-called “match-3” game, a puzzle game in which players must match tiles/objects to make them disappear. The promotion, touted as ensuring brand safety, will run for 13 weeks on linear TV networks and for one month on digital, beginning today, Tuesday.
The goal is to introduce Match Masters to a U.S. audience and showcase how the game offers a fun escape from daily drama by putting it in the hands of NBCU unscripted talent used to drama-filled surroundings.
“NBCUniversal’s collaboration with Candivore exemplifies the potential for brands to tap into owned IP and talent to create a deeper connection with fans who are also consumers,” said Maggy Chan, managing director & executive vp, global advertising & partnerships, NBCUniversal. “We saw a unique opportunity with this partnership to leverage the unmatched fandom associated with our content, combining the authenticity of influencer marketing with the paramount importance of brand safety.”
Added Ilya Agron, COO at Candivore: “From a global perspective, leveraging NBCUniversal’s library of premium content and programming was a sure and brand-safe way to tap into high-profile U.S. talent and the fandom associated with them.”
In one of the ad spots on Bravo, Kemsley is seen during a luxe party full of Housewives disagreement, but she is only focused on the game. In a second spot on E!, Garcia’s attention is on winning a Match Masters showdown despite a chaotic dressing room scene unfolding around her. In the third spot on Telemundo, Chiky BomBom plays the game in a pro kitchen even as a fire breaks out.