NBC, P&G Join for Portal Play

NBC believes baby boomers are a massively underserved market on the Web.

With that in mind, the network’s digital division has teamed up with Procter & Gamble Productions to launch Lifegoesstrong.com, a content portal that will serve as a central hub for a series of vertical destinations focused on boomer-oriented topics. Among the channels featured on Lifegoesstrong.com are the family-focused Familygoesstrong, as well as Stylegoesstrong and the Techgoesstrong.

The content on these vertical sites is mostly service-oriented fare written from the POV of boomers — a group that still sees itself as vibrant, but now dealing with aging issues. “Knowing that more than a third of all Internet users are adults between 45- and 64-years-old, we saw an opportunity to work with P&G to create a site network that can actively fuel this age group,” said Devin Johnson, vp, NBC Digital Networks.

For example, the style section poses the question,“Too Old for Blue Nail Polish?” while the tech channel features an article titled “Understanding Gen U: (YouTube)” and the family channel offers the more serious piece “The Risks of Caring for a Spouse With Dementia.” NBC officials said that several other Life Goes Strong verticals are due to launch over the next several months.

Among Life Goes Strong contributors are Newsweek contributing editor Barbara Kantrowitz, the co-author of The Menopause Book; Susan Kuchinskas, author of The Chemistry of Connection: How the Oxytocin Response Can Help You Find Trust, Intimacy and Love; and Cynthia Nellis, veteran fashion writer and style columnist for the Dallas Morning News.

NBC has landed Duracell as the first Life Goes Strong advertiser; the battery company is sponsoring the Tech Goes Strong channel and will also run banner ads throughout the site.

Life Goes Strong is the third such Web content project to come out of an ongoing partnership between P&G and NBC. Previously, the two companies have collaborated on the traditional brand-friendly Petside.com and DinnerTool.com.

Publish date: May 11, 2010 https://dev.adweek.com/digital/nbc-pg-join-portal-play-102311/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT