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.

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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

Heroes Season 4 returns with a two-hour premiere on September 21 at 8/7c, but fans can catch-up now with full episodes of Heroes at NBC.com.