Nissan North America will have an encore performance on ‘Heroes,’ one of NBC’s hit series, acing again as the only TV advertiser, with limited disruption, during the series’ second season which will premiere on the 24^th of September. But that’s not all as the automaker will also be in the show.

Nissan North America will introduce their new compact SUV, Nissan Rogue, in the season premiere of ‘Heroes’ this September, according to Steve Kerho, Nissan’s Director for Interactive Marketing and Media. The automaker will have four minutes of advertisement time during the first episode of the series and its Rogue will appear in the program throughout the season. This is part of the product integration deal.

The automaker was pleased with the first deal it has with the first season of the series. The viewers of the show were twice as likely to remember the Nissan models spots as compared to the ads from rival automakers and it’s click-through rate from NBS.com was three times its average.

Mr. Kerho said, “This year’s multiplatform media buy, from Omnicom Group’s OMD West, Los Angeles, repeats a heavy online presence.” . It includes a one-day roadblock on NBC.com during the premier, a two-day roadblock on the “Heroes” section of NBC.com and NBC’s first one-day roadblock the day after the premier on NBC Rewind (an area on NBC.com where viewers can see shows the next day) .

NBC will get five Rogues from the automaker and this will each be driven and in a way personalized by one ‘Heroes’ cast member. This will also be given away nightly in a sweepstake the week of September 24. According to Mr. Kerho, the network will promote the sweepstakes on the air as well as via non-broadcast elements.

NBC is also planning on making a music video of ‘Heroes’ that includes the Rogue compact SUV, to be distributed over NBC 2 Go, the network’s wireless platform. The automaker is also studying whether to extend one of the bands that will appear in the music video to shoot a live concert for the co-branded “Nissan’s Live Sets on Yahoo Music, according to Mr. Kerho.

Nissan is also given the right to use the artwork from the graphic novel of ‘Heroes’ and TV program logos in its other advertising programs and promotions.

The first season of ‘Heroes’ has already been released on DVD on August 27, in which Nissan has a trailer. Nissan will also join the world tour of the cast of ‘Heroes.’

Mr. Kerho, however, did not give any details on how the automaker spent for the deal. According to TNS Media Intelligence, the automaker spent $36 million in measured media across NBC TV properties last season from Sept. 1, 2006, to May 1, 2007.

“Heroes” turned out to be NBC’s top-rated scripted show last season, with an average of 14.3 million viewers per episode. “TV is still a very important medium for us,” Mr. Kerho said. “No other medium scales as well.”

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