American Express and NBCUniversal will create custom show content for prime-time shows “Blindspot” and “The Voice,” “Late Night With Seth Meyers” and daytime series “Today.”
The campaign runs in conjunction with the season return of “Blindspot” and “The Voice.”
In addition, BuzzFeed -- which has a partnership with NBCUniversal -- will create social content around NBC shows to drive tune-in and engage fans for the duration of the campaign.
That content will replace TV commercials, which would typically air in those time slots. American Express says it will bring viewers nearly 30 minutes of uninterrupted, exclusive, content in prime time.
The American Express campaign will continue through March 3 across NBC’s digital platforms, including over-the-top apps. The custom content will be sharable for viewers, with the hope of continuing the conversation on social media platforms.
Last August, NBCUniversal made a deal to invest $200 million in BuzzFeed. At the same time, NBC also announced a separate $200 million investment deal for digital publisher Vox Media. Analysts believe NBCUniversal is looking to gain a strong hold on younger TV-media consumers.