LOCAL WHERE IT MATTERS.
BROADER WHERE IT COUNTS.
Not every viewer watching a worldwide broadcast will be located inside one of its specifically assigned regional markets.
That's where ALL comes in.
When someone watches from a location that does not have its own assigned regional experience, that viewer is automatically directed to the ALL Experience.
That means a broadcast might have five targeted markets, fifty targeted markets, or one hundred targeted markets around the world—and the audience outside those selected markets still has somewhere to go.
More importantly, that audience still has value.
Regional audiences can receive market-specific sponsors, promotions, advertising and interactive experiences designed specifically for them. Viewers outside those selected markets don't become wasted inventory.
They become another sponsorship opportunity.
ALL creates an opportunity for a brand seeking broader national or international reach while individual regional sponsors continue speaking directly to their own markets.
And because that opportunity can represent considerably greater reach than an individual market, it can also represent a higher-value sponsorship opportunity.
MIAMI VICE
The programme remains the same for everyone.
Florida can have its opportunity. California can have its opportunity. Texas can have its opportunity. Nevada can have its opportunity.
And everybody outside those specifically assigned markets can still represent commercial inventory through ALL.
IMAGINE THIS.
Mountain Vice started with a rather simple idea. A small group of people in Miami loved citrus soda, tropical flavours and the wonderfully excessive world of extreme soft-drink branding. Every convenience-store cooler seemed to contain another Mountain Explosion Ultra Citrus Nuclear Blast promising to change civilisation one fluorescent bottle at a time. They decided there was room for one more—but theirs would have a distinctly Miami personality.
They were Miami people. They loved the city, its colour, its energy and, yes, Miami Vice. Somewhere between the tropical flavours and a running joke about the programme, a name emerged: Mountain Vice. Citrus with a Tropical Splash. A little louder, a little stranger and unmistakably born in Miami.
BORN IN MIAMI.
MADE TO GO EVERYWHERE.
The company was small. Mountain Vice didn't have Coca-Cola money. It didn't have Pepsi money. What it had was a limited advertising budget, a product it believed in and ambitions considerably larger than its hometown.
Then Mountain Vice heard that NowULive would be carrying a worldwide premiere of Miami Vice.
The fit was almost ridiculous.
At first, purchasing the Miami regional sponsorship seemed obvious. Mountain Vice was born there. The programme was practically woven into the company's identity. Miami viewers were precisely the sort of audience the brand wanted.
The company learned that the same worldwide NowULive broadcast could support individual regional experiences without requiring the programme itself to change. Sponsors in selected markets could speak directly to their own audiences, while viewers arriving from locations without an assigned regional experience would automatically receive ALL.
Suddenly, Mountain Vice wasn't looking at a television premiere as somewhere to place an advertisement.
It was looking at a distribution opportunity.
TAKE MOUNTAIN VICE?
Mountain Vice made its move.
Rather than purchasing a single regional market, the company put its advertising budget behind the broader opportunity and became the sponsor of the ALL Experience.
As viewers entered the broadcast, VALGeo handled the rest. Audiences within specifically assigned markets could receive experiences created for those regions. But when viewers arrived from somewhere without its own assigned regional experience, they entered ALL—and met Mountain Vice.
The programme never had to become a different programme.
The worldwide premiere remained worldwide.
What changed was the commercial opportunity surrounding it.
A small beverage company from Miami had found a way to use one worldwide broadcast not simply to advertise where it already existed, but to introduce itself where it hoped to go next.
BORN IN MIAMI.
MADE TO GO EVERYWHERE.
MOUNTAIN VICE
ISN'T REAL.
THE OPPORTUNITY ABSOLUTELY COULD BE.
Mountain Vice was created for the NowULive Test Pilot experience.
There isn't a little citrus-soda startup in Miami that discovered a worldwide premiere and bought the ALL sponsorship.
And that's the point.
WHAT'S YOUR VERSION
OF MOUNTAIN VICE?
Maybe it's a startup trying to grow beyond its hometown. Maybe it's an established national brand searching for the right audience. Maybe it's a local company that discovers one programme, event or cultural moment that happens to fit its identity perfectly.
Sometimes the opportunity isn't simply finding somebody willing to buy an advertisement.
Sometimes it's recognising which brand belongs with which audience, in which market, at which moment.
That's where technology becomes strategy.
And that's where a broadcast becomes something considerably more valuable than a screen somebody happens to be watching.
ONE BROADCAST.
DIFFERENT OPPORTUNITIES.
DIFFERENT EXPERIENCES.
Local where it matters.
Broader where it counts.
Citrus with a Tropical Splash. Born in Miami. Made to go everywhere.