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.