NBC's Heroes places mobile at center of marketing strategy

NBC’s “Heroes” is extending its superpowers to mobile for a fourth year with exclusive content for wireless customers who are fans of the show. The science fiction television show has teamed up with Sprint to provide exclusive content to the wireless carrier’s customers before the broadcast airs each Monday night. After the 30-second content is broadcasted on television, the video gets posted on www.NBC.com to become part of an interactive story running in conjunction with this season’s episodes.“Mobile is another device like the PC Web or interactive TV or anything else that can deliver digital content,” said Stephen Andrade, senior vice president of digital development and general manager of NBC.com at NBC Universal, Los Angeles. “It’s small and portable and for us it makes sense to combine it in our overall marketing plans.” Heroes is a drama series about ordinary people gaining extraordinary superpowers. It is in its fourth season on NBC. NBC is one of the leading broadcasters nationwide. Owned by General Electric, the New Yor-based network has dedicated WAP sites for all of its shows, though not all programs are as heavily promoted on the mobile platform as Heroes.