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NBCUniversal and American Express have announced a strategic alliance in a groundbreaking Integrated Media deal that allows consumers to purchase products inspired by NBCUniversal programs directly from a mobile device, while the program is airing.
The program utilizes zeebox, the companion TV viewing platform for iPhone, iPad, iPod Touch, Android and the web that recently announced a partnership with NBCUniversal and Comcast Cable, among others, to provide new two-screen technology that combines television and social media with commerce. Within the zeebox app, consumers will get information on how they can purchase show-inspired items, including fashion and kitchenware. Each participating show will have a page tailored to reflect its style which could include features such as exclusive games, behind-the-scenes photos and facts, trivia, and unique offers. Additionally, users can follow Twitter and Facebook feeds related to the shows from within the zeebox app, and converse with their social media friends in real-time.
This game-changing content-to-commerce capability has never before been available in the United States. NBCUniversal's DailyCandy, the women's digital brand known for its taste-making recommendations, will curate a list of exclusive products inspired by Bravo's "Life After Top Chef," E!'s "Fashion Police," and Style's "Tia & Tamera."
“We know today's consumers are on other screens while watching television,” said Linda Yaccarino, President of NBCUniversal Ad Sales. “This innovative deal is a seamless way to capture their attention around the products and experiences featured on the shows they love, and narrows the path-to-purchase for consumers, all while offering special benefits for American Express Cardmembers. The breadth of content in NBCUniversal’s linear and digital portfolio uniquely positions us to meet the needs of any brand that wants to activate consumers in this unparalleled way.”
To celebrate the alliance, American Express Cardmembers can receive a one-time $35 statement credit when they use an eligible American Express Card, which has been synced with their Facebook or Twitter account, to purchase a featured product inspired by each show. Offer terms apply to Cardmember redemption of offer.
“American Express has the unique ability to bring our Cardmembers experiences that are tailored to their interests through our social commerce platform,” said Lou Paskalis, Vice President of Global Media Content Development and Mobile Marketing at American Express. “Through this partnership with NBCUniversal, we are helping to expose more customers to this through ways in which fans can interact with their favorite programs. We are excited that by doing this we are able to deliver real value to American Express Cardmembers through our sync capability.”
The campaign includes a series of 30-second custom vignettes that will run on each participating network, beginning November 7. The spots, which will be tailored for each property, feature talent from the shows providing inspiration for the products, including Fabio Viviani (Bravo's "Life After Top Chef") and George Kotsiopoulos (E!'s "Fashion Police.")The on-air creative will also run online acrossDailyCandy, Bravotv.com, Eonline.com, and Mystyle.com.
The initial vignettes will feature show talent asking viewers to download the zeebox app and encouraging American Express Cardmembers to take advantage of the special offer. The second series of vignettes feature talent telling viewers to check out the weekly item for sale. Each week, a new show-inspired product will be offered.
In September, NBCUniversal and Comcast Cable announced a strategic partnership with zeebox, which includes backing zeebox with investments and promotional support, and enhancing hundreds of their top TV shows on zeebox, including "The Voice" and "Notre Dame Football."