On Wednesday, NBC Universal and American Express confirmed a new strategic alliance in what the partners are calling a “groundbreaking Integrated Media deal” that lets consumers buy products inspired by NBC Universal programs from a mobile device while the program is actually airing.
This type of arrangement marks the first time this purchasing and viewing option has been available to consumers in the U.S.
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.
So how does this involve American Express, you may be asking?
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.
“We know today’s consumers are on other screens while watching television,” says Linda Yaccarino, President of NBC Universal 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.”