Shoppable heads to football
Saturday’s game will also feature NBCUniversal’s first NFL shoppable moment.
In the second quarter heading into gameplay, Walmart is helping football fans with last-minute shopping ahead of the holidays.
The branded content, in partnership with NBCUniversal’s creative partnerships team, will use talent from Sunday Night Football. Viewers can scan a QR code to head to the retailer’s holiday hub, which includes 24-hour shipping two days before Christmas.
“What we’re learning with shoppable, there’s such a tie to the IP,” said Marshall, pointing to BravoCon experiences. “There’s such a tie to the personality and the IP that people want to get as close as possible, and I think this will be another example of using IP from our talent and our shows that will remind people, ‘Oh, I do have to shop.’”
Getting wild
NBCUniversal will broadcast three NFL Wild Card games in January, with a Peacock exclusive on Saturday, Jan. 13.
Saturday’s game and the upcoming Wild Card game both follow an NFL game on NBC, with the league and NBCUniversal expecting the Peacock games to benefit from a large lead-in audience.
“We’re really looking forward to Peacock’s exclusive game this weekend and their presentation of a Wild Card playoff game in a couple weeks, which will be the first-ever exclusive livestreamed NFL playoff game,” said Hans Schroeder, evp of media distribution at the NFL. “Expanding the digital distribution of NFL content while maintaining wide reach for our games continues to be a key priority for the league, and bringing the excitement of a regular season and a playoff game exclusively to Peacock’s streaming platform is the next step in that strategy.”
According to Marshall, NBCUniversal has benefited from real-time feedback from Peacock and how fans are reacting to advertising on the platform.
“Are we delivering against those two key tenants, against consumers and advertisers, and what does that look like with this new incarnation of what we’re doing with the football games?” said Marshall.
It’s not yet known if the Wild Card game will have the same ad-free sports marketing experience as Saturday’s upcoming match-up, but Marshall said it will “look similar,” with more details to come.
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