NBC.COM AND SPRINT TEAM UP TO DELIVER A GROUNDBREAKING NEW WAY OF STORYTELLING FOR FANS OF NBC’S ‘HEROES’

NBC.com and Sprint today announced a groundbreaking, multi-platform, customized and interactive partnership with the hit NBC drama “Heroes.” The announcement was made by Vivi Zigler, President NBC Universal Digital Entertainment.
“Once again ‘Heroes’ is breaking new ground in digital entertainment,” said Zigler. “By taking the great storytelling of ‘Heroes’ and partnering with a savvy company such as Sprint — we are going to give the fans an amazing multi-platform experience.”
“We are pleased to continue our partnership with Sprint, now in its third year, and bring fans a unique multi-media experience that seamlessly integrates the Sprint Now Network™ messaging into the fabric of the ‘Heroes’ story. This an excellent example of how to engage fans of a show by leveraging the strength of the digital medium, and it’s a model for how we’d like to continue to do business with our advertising partners,” said Peter Naylor, Senior Vice President, Digital Media Sales, NBC Universal.
Beginning on September 28 and continuing for 10 consecutive weeks, an original “Heroes” story will unfold on the multiple platforms of NBC.com and Sprint. Each installment in the 10-week run will be launched by a 30-second on-air scene, tied directly to a “Heroes” storyline, which will direct fans to online, mobile and interactive gaming sites. All of the creative content will run parallel to the on-air “Heroes” narrative as well as will allow fans to discover more about the characters through their interaction with the online games, stories, clues and mobile content.
The 10-week NBC.com/Sprint event will revolve around a new element from the fourth season of “Heroes” – a mysterious traveling carnival populated by a group of people extraordinary abilities led by a charismatic and powerful figure. Three members of the cast will appear on-air in the series as well as in the duration of this integrated storytelling.
NBC.com and Sprint will offer the following features to enhance the multi-platform experience:
– Graphic novels for mobile devices
– Interactive SMS synched to broadcast
– Interactive storylines from which Sprint users will receive clues to unlock a mystery
– A $25,000 sweepstakes which links the interactive story
– A “Heroes” survival game
– One-minute scenes airing online directly tied to the on-air
– Carnival storyline micro-site
– Carnival-themed online games
About NBC.com
NBC.com, the Emmy Award-winning broadcast network website, is a leading online and mobile destination for television and interactive entertainment. With both derivative and web-exclusive programming, NBC.com pioneered the “360” experience with “Heroes 360,” which gave viewers a way to extend their entertainment experience beyond the broadcast, and the first weekly social networking experience attached to a primetime entertainment program with “Dunder Mifflin Infinity.” The site offers full episode streaming of many NBC Entertainment shows as well as short clips, interactive games and social networking, including user-generated content. NBC.com continually develops new ways for consumers to experience entertainment content on both existing and emerging platforms. The site is the recipient of multiple Emmy and Webby awards for its content and applications. Please log on to www.nbc.com to learn more.
ABOUT SPRINT NEXTEL

Sprint Nextel offers a comprehensive range of wireless and wireline communications services bringing the freedom of mobility to consumers, businesses and government users. Sprint Nextel is widely recognized for developing, engineering and deploying innovative technologies, including two wireless networks serving almost 49 million customers at the end of the second quarter of 2009; industry-leading mobile data services; instant national and international push-to-talk capabilities; and a global Tier 1 Internet backbone. The company’s customer-focused strategy has led to improved first call resolution and customer care satisfaction scores. For more information, visit www.sprint.com.

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