In what was, in my humble opinion, the most “resonant” (a.k.a. moving) send-off in TV news anchor/host history, the Today Show surprised Meredith Vieira with a flash mob send-off on her final show this morning.
More and more brands are, indeed, becoming content publishers. And as on-air talent & crew whisked Meredith in and around Studio 1A amidst tears of joy this morning, it became evident not only how this would become a much talked about moment but also an amazing piece of “advertising” for NBC as promotion for the Today Show itself.
From a viewer perspective:
- It made us feel connected: The authentic chemistry among cast & crew was amplified to the Today show viewers making us feel part of the family and that very moment.
- It provided a sense of continuity: The piece brilliantly showcased all Today Show personalities starting & ending with Matt but including (along the way) special correspondents, Hoda & Kathy Lee and Weekend Today hosts.
- It gave us appreciation for what it takes to go on-air: By getting an informal glimpse behind the scenes, we were able to see all of the people behind the camera who help make the Today Show happen every day.
In the end, what this really did was energize Today Show viewers and their excitement for the show in a post-Meredith Vieira era. Brilliant move, Today Show – you got me to re-watch it on my DVR about 10 times. And as I mentioned in the presentation I gave at Social2011, you never forget advertising (I mean "content") that moves you – and that’s resonance.