NBCUniversal is inviting consumers to buy what they’re seeing on TV, direct from their mobile device, using integrated media capabilities powered by zeebox. The ecommerce partnership is launching with products selected by the network’s DailyCandy and with sponsorship from American Express.
The zeebox free app already offers this ability to British Sky Broadcasting subscribers in the company’s native U.K. Users in the U.S., where zeebox launched in September, get live synchronization with what’s on TV, a customizable programming guide, and integration with Facebook and Twitter. App users can also access supplemental information, which is where the NBCUniversal ecommerce deal comes in.
NBCUniversal said DailyCandy’s fashion and kitchenware selection will be “inspired by” three programs: Bravo’s Life After Top Chef, E!’s Fashion Police (pictured), and Style’s Tia & Tamera. The network also will advertise the initiative across all of its properties.
Zeebox launched in the U.S. with financial and marketing support from NBCUniversal, HBO, Cinemax and Comcast Cable.
American Express card holders are being encouraged to try out the ecommerce feature with 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.
“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.”
NBC Universal – press release
Zeebox – http://zeebox.com
Broadcast Engineering – Mobile app Zeebox launches in U.S. across more than 30 networks