NBCUni Debuts Real-Time Commerce

NBCUniversal and American Express have announced a strategic alliance that will allow consumers to purchase products inspired by NBCUniversal programs directly from a mobile device while the program is airing.

NBCUniversal's women's digital brand DailyCandy will curate a list of exclusive products inspired by Bravo's "Life After Top Chef," E!'s "Fashion Police" and Style's "Tia & Tamera" for the content-to-commerce program.

Products will be available through the “Zeebox” app, NBCUniversal’s new companion TV viewing platform that combines television and social media. NBCUniversal and Comcast Cable announced their strategic partnership with Zeebox in September.

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 with features such as exclusive games, behind-the-scenes photos, trivia and unique offers. Users can also follow Twitter and Facebook feeds related to the shows from within “Zeebox” and converse with their social media friends in real-time.

To celebrate the alliance, American Express card members will receive a one-time $35 statement credit when they use an eligible card to purchase a featured product inspired by each show.

“We know today's consumers are on other screens while watching television,” says Linda Yaccarino, president of ad sales, NBCUniversal. “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 card members. 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.”