- NBCUniversal and Walmart will create a host of shoppable experiences across linear and streaming sports coverage throughout the Thanksgiving weekend, beginning with the NFL games on Thursday.
- The programming will include bringing Walmart’s retail media offering, Walmart Connect, to NBCUniversal’s linear channels, as well as enabling consumers to shop from their homes via on-screen QR codes and NBCUniversal’s Shop the Pod text-to-shop functionality.
- Advertisers taking advantage of these features during the Thanksgiving weekend will have access to closed-loop measurement that will enable sales attribution across linear and streaming media displayed across programming through Walmart Connect and NBCUniversal’s collaboration.
The partnership is an extension of earlier collaborations between NBCUniversal, Walmart and Walmart Connect that included the launch of NBCU’s Must Shop TV. According to the companies, the three entities have continued to work together on live sports programming, finding that it has a significant impact over standard CTV advertising.
“By teaming up with the powerhouse of Walmart and Walmart Connect, we’re differentiating the viewer experience with a first-of-its-kind shoppable activation while also amplifying real, cross-platform accountability for marketers on one of our biggest stages,” said Alison Levin, President, Advertising & Partnerships, NBCUniversal, in a statement. “This is the next era of advertising – the most compelling content, an innovative viewer experience and real, cross-platform reach and attribution.”
In addition to the shoppable content, Walmart will also run a two-minute segment from its new advertising campaign, “Dreams of Desire,” showcasing the retailer’s biggest holiday deals. According to the company’s research, 86% of the retailer’s customers report watching professional football, making the Thanksgiving weekend coverage an optimal time to reach the target market.
In addition to the Walmart collaboration, NBCUniversal will work with several brands on additional programming opportunities throughout the holiday season. For instance, the media company will expand its successful Virtual Concessions home shopping feature from the Paris Olympics to its Christmas in Rockefeller Center program.
Baileys will also return to the Christmas in Rockefeller Center program, sponsoring the show’s countdown clock and hosting the first-ever televised watch party at 61 Loft & Garden in New York City.
Toyota will be the first presenting sponsor of Telemundo’s broadcast of “Navidades en Rockefeller Center” with a commercial called “Naughty List” and a reveal of a partnership with Best Friends Animal Society, which works to help save the lives of dogs and cats in America’s shelters.
Elsewhere in its programming:
- Turkey brand Jennie-O is partnering with The Tonight Show Starring Jimmy Fallon to contribute 15,000 frozen turkeys and 1,000 Hormel hams to the Food Bank of NYC. Crumbl Cookies will also partner with the show to showcase a special Jimmy Fallon’s Holiday Seasoning Candy Cane Brownie to be available in the chain’s stores from December 2 through 7.
- Rao’s Homemade sauces will offer a social-first behind-the-scenes look at the first float, which will be appearing in the Macy’s Thanksgiving Day Parade, airing on NBC and Peacock.
- Shark Cordless PowerDetect vacuums will partner with the National Dog Show Presented by Purina, also airing on NBC and Peacock on Nov. 28.
- Starbucks and The Kelly Clarkson Show also premiered a new segment, “Starbucks City Seats,” where fans sit and converse with the popular daytime host over a complementary holiday beverage while she is in the studio.
“The holidays at NBCUniversal are one of the most highly anticipated times of year for fans and brands with iconic programming that engages viewers of all ages,” said
Karen Kovacs, President, Advertising & Partnership, NBCUniversal, in a release. “And this year we are elevating our holiday programming through cross-platform partnerships with some of the nation’s top brands to transform the holiday season into one of the most powerful platforms for engagement, delivering memorable experiences that resonate with viewers and maximize impact for marketers.”
