As viewers tune in to watch the Paris 2024 Summer Olympic Games, they can now enjoy a new and convenient way to order food and drinks right from their own homes. NBCUniversal has launched Virtual Concessions, a commerce-enabled ad feature that allows audiences to purchase items on-demand while watching the Olympics via QR codes displayed on the screen. This innovative tool was first announced at the One24 technology conference earlier this year.
To bring this new experience to viewers, NBCU has partnered with Instacart and Flowcode. Audiences can expect to see the ads on NBC, Peacock, and USA Network. Alison Levin, president of ad sales at NBCU, expressed her excitement about this new ad experience, stating that it seamlessly blends custom, creative, and technology to allow viewers to purchase snacks, beverages, and household items without missing any of the action on TV.
The process is simple and user-friendly. When a consumer sees the ad on television, they will be presented with a frame showing different items they can order, along with a discount offer and a QR code. By scanning the QR code, viewers will be directed to a landing page where they can easily order and buy items with just a click. Purchased items will be delivered within 30 minutes to one hour, according to Instacart.
This partnership between NBCU and Instacart is not new. Last year, Peacock became Instacart’s first streaming partner, offering Instacart+ customers a free Peacock subscription. Additionally, Instacart has introduced a retail-powered media pilot that allows NBC advertisers to leverage first-party audience data to enhance their streaming campaigns.
Laura Jones, chief marketing officer of Instacart, highlighted the uniqueness of the Virtual Concessions innovation, stating that it provides a novel user experience for both parties. This activation seamlessly takes viewers from seeing an ad to shopping to delivery, creating a seamless flow that has never been done before.
As the Virtual Concessions feature debuts during the Olympics, NBCU plans to measure its success by tracking how many users take advantage of the offers and order from Instacart. They will also assess the impact on brand affinity, Instacart search, and brand downloads. The goal is to see how this new ad experience can drive engagement and results for both Instacart and the brands featured in the offer.
Tim Armstrong, CEO and founder of Flowcode, emphasized the importance of investing in real experiences during major events like the Olympics. He believes that Flowcode represents the future of advertising, focusing on creating immersive experiences for viewers. NBC’s integration of the concession experience in real-time adds a new dimension to the viewing experience, enhancing engagement and interaction for audiences.
In conclusion, the launch of Virtual Concessions during the Paris 2024 Summer Olympic Games marks a significant step in merging technology, advertising, and convenience for viewers. This innovative feature not only enhances the viewing experience but also provides a seamless way for audiences to order and enjoy their favorite snacks and beverages while watching the games. As NBCU, Instacart, and Flowcode continue to innovate and collaborate, viewers can expect more exciting and interactive experiences in the future.