NBCUniversal Launches Virtual Concessions With Instacart During the Olympic Games Paris 2024

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• NBCUniversal Launches Virtual Concessions With Instacart During the Olympic Games Paris 2024

Press Release

NBCUniversal Launches Virtual Concessions With Instacart During the Olympic Games Paris 2024

Aug 15, 2024

Enterprise-wide Collaboration Between NBCUniversal& Instacart Expands with First-of-Its-Kind Ad Experience

Shoppable TV Innovation to be Powered by Flowcode QR Code Technology

• NBCUniversaland Instacart have expanded their enterprise-wide partnership with the launch of Virtual Concessions, a new commerce-driven ad product, during the Olympic Games Paris 2024 on Saturday, August 3rd through Sunday, August 4th, a weekend rich with medal opportunities for Team USA.

• Virtual Concessions first debuted at NBCUniversal's technology conference, One24, in March and allows viewers to seamlessly purchase snacks, beverages and household items without missing a minute of the action.

• The company will launch the innovative ad experience for the first time during the second weekend of this summer's Olympic programming on NBC, USA Network and Peacock, during which NBCUniversalwill strategically embed purchase opportunities for consumers to take advantage of.

• As part of the partnership, Instacart will serve as the distribution partner for NBCUniversal's Virtual Concessions, while Flowcode, with their industry-leading QR technology, will help power the product.

• "NBCUcontinues to be a collaborative partner with us and we share an affinity towards driving innovation for our consumers. Today, people want ease and convenience so they can spend their time doing what they enjoy most - and this Olympics, they won't have to sacrifice leaving their TVs to buy their favorite game day snacks," said Instacart CMO Laura Jones. "Beyond fulfilling Virtual Concessions orders, this activation also marks our Olympic debut. Viewers will discover our new Back-to-School campaign, underscoring our commitment to support busy parents, letting them focus on what's most important - their kids."

• Through a multiplatform integration across linear and streaming, NBCUniversalwill create a handful of opportunities for viewers to scan a Flowcode powered QR code on-screen that will link directly to a customized Instacart landing page that allows fans to easily order their favorite concessions and receive them in as fast as 30 minutes via Instacart , while continuing to enjoy the Olympic action.

• Additionally, as part of this enterprise-wide partnership, Instacart, along with select advertisers, will run ads within NBCUniversal's dedicated Olympic ad pods that will be contextually positioned and aligned to the Virtual Concessions activations.

• Following the Paris Olympics, Virtual Concessions will expand to Club Soccer in English and Spanish language, and throughout Peacock's cinematic experiences later this year.