Card holders who use the 2nd screen app zeebox will be able to see products inspired by popular programs, which they can then buy.
Instead of buying an item ‘as seen on TV’ through an infomercial or interactive overlay, NBC Universal will offer a new type of television commerce with American Express. Their new integrated media deal will allow consumers to buy exclusive products inspired by NBC Universal programs directly from a smartphone.
Viewers who download the second screen app zeebox will get information on how to purchase show-inspired items like fashion and kitchenware. NBC Universal’s DailyCandy site will curate a list of exclusive products inspired by Bravo’s Life After Top Chef, E!’s Fashion Police, and Style’s Tia & Tamera. Each participating show will have its own page including games, behind-the-scenes photos, trivia, and unique offers. Users can also view Twitter and Facebook feeds related to the shows from within the zeebox app, and chat with their friends in real-time.
American Express members can receive a one-time $35 statement credit when they use their card to purchase a featured product inspired by a show. Linda Yaccarino, president of NBC Universal ad sales, said:
We know today’s consumers are on other screens while watching television. 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.