NBC Universal is taking a different approach to rebranding their local news channel websites. According to AdAge, the media conglomerate has hired Common & Kanye West for a series of secret shows for locals only in Los Angeles, New York and Chicago.

The goal is to drive people to their new NBC local news sites such as nbcnewyork.com, nbclosangeles.com and nbcchicago.com and shed the boring image that most local news websites have. Visitors to the site were asked to take a quiz to “prove” they’re locals by answering questions about their city’s landmarks; NBC released 10 tickets for two every day for 10 days. NBCU Senior VP Brian Buchwald states:

“What we’re trying to build is that place people can go to get a feel for what’s going on in this city in real time.”

Considering the recent economy and wave of layoffs at NBC/Universal, Buchwald is hoping and praying that the new image of these local websites can kick start a relationship with new local advertisers and ultimatley bring added revenue to the bottom line. Meanwhile, despite subpar album sales, Common continues to rake in the dough with corporate partnerships such as his recent Microsoft deal.

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