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Signature Series on NBC

Red Bull Signature Series is a television sports series on NBC. As its first Executive Producer, I oversaw its brand positioning, creative vision, marketing/advertising, PR, biz dev, talent acquisition, web and mobile development, and partnership with NBC and their affiliates. In its first year the Red Bull Signature Series was the most watched action sports property on broadcast TV.

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I saw the Signature Series as huge chance at building something from the ground up

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The creative vision was a big part of that for me. I wanted its trailer, episodes, and marketing to all be in creative lock step

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Convincing Salema to join us and make the move from ESPN to NBC was massive for the credibility of the project

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We secured Nike and Casio as Presenting Partners and made event specific partnerships with GoPro, Malibu Boats, Oakley, Specialized, Traxxas, Contour and the Utah Sports Commission

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30 hours on NBC doesn't scream "below-the-line marketing strategy" to most marketers.  But, I believed that if we were able to mobilize niche scenes through BTL successfully, it would be a strong "Ying" to NBC's "above the line Yang".

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The calculated bet paid off. In its first year the Signature Series became the most watched action sports property on broadcast TV with over 24M viewers in first time viewings

 
 

One year after The Art of Flight's success the Signature Series was proof our media model worked; with another 1B earned media impressions.

 
 

Check out my other work below.