NBC has teamed with DoubleClick to spearhead its digital campaigns to promote the network's fall lineup.

DoubleClick Rich Media and Video's Innovation Lab will use the Video Button and Alpha Channel Video technologies it tested this spring as a central component in promoting the fall lineup.

For last February's launch of NBC's "Black Donnellys," DoubleClick implemented its Video Button. When the audience engages with the ad, there is an instant video experience that leaps onto the page. The Video Button is different from a standard banner ad because it can be customized into unusual, nontraditional shapes. The "Black Donnellys" Video Button, for example, was presented in the shape of a four-leaf clover that expanded when users interacted with the ad, prompting the show's trailer to run.

To promote the launch of "Grease," NBC employed DoubleClick's Alpha Channel Video, which allowed Flash video content to appear transparently over a website's content. NBC shot original video of two people dancing to "You're The One That I Want" for the campaign.

DoubleClick's work for this year's lineup will focus on promoting NBC's "BIONIC WOMAN."