NBC and Liberty Mutual have struck a marketing partnership that casts the insurance company as primary sponsor of two movies tied to a larger promotional effort based on the theme of personal responsibility.
The initial project, a two-hour pilot called “Kings” is about a young soldier who saves a king’s son from enemy territory. A second movie will air on NBC and USA Network during the 2008-09 season. The campaign is tied to Liberty Mutual’s “Responsibility Project,” a branded-entertainment initiative.
The themes of the movies are suggestive of the overall project.
The deal calls for Liberty Mutual to use independently produced short films, online content and on-air content through the NBC relationship to encourage the concept of maintaining a sense of personal responsibility by doing the right thing.
The NBC movies will be promoted and linked to The Responsibility Project Web site at http://www.responsibilityproject.com, featuring short films, interviews, articles and blog postings related to the site’s central theme.
“By partnering with NBC, Liberty Mutual has the opportunity to become involved earlier in the creative process to support projects that align with our brand message promoting personal responsibility,” Steve Sullivan, a Liberty Mutual Group spokesperson, said.
Liberty Mutual intends to convey its message across other NBC platforms, including the 2008 Summer Olympics in Beijing and coverage of the current presidential election campaign.
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