This summer, Meet the Press viewers using the second-screen app Zeebox will be presented with exclusive content sponsored by Shell, including photos from the Sunday talk show and surveys centered around information presented on the program.
The sponsorship launches July 1 and will run for an unspecified number of episodes, said Peter Naylor, evp of digital media for NBC News Digital Group.
Shell's sponsorship of the app has three elements: a conventional 300 x 250 pixel ad; its surveys; and a feature called SpotSynch, which, in this case, will display a Shell ad on the second screen while an ad for the company plays on TV. NBC said MediaCom brokered the sponsorship deal.
Meet the Press viewers are already socially engaged, according to Naylor, which makes the program a good fit for the sponsorship and Zeebox. "The second-screen app enhances the experience and engagement," he said. "We know through years and years of research one screen plus a second screen is better than the sum of its parts."
Shell is an existing advertiser on Meet the Press on TV, so it jumped at the chance to add the second-screen offering, Naylor added.