NBCUniversal is bringing its “Virtual Concessions” ecommerce ad capability — which launched this summer during the Paris Olympics — to its holiday special, Christmas in Rockefeller Center, on NBC and Peacock on Dec. 4, 2024.
Alongside live coverage of the 92nd annual tree-lighting ceremony in NYC’s Rockefeller Center, viewers will be able to shop for holiday snacks and gifts from the comfort of home. The shoppable ads feature QR codes that viewers can scan to order food, drinks and other products from their phones while they watch the show.
Since their debut this summer, Virtual Concessions ads have been appearing regularly on Peacock, primarily during sports and movie streams. The offering joins NBCU’s Must Shop TV capability, which makes ads shoppable across a range of NBC programs.
“The holidays at NBCUniversal are one of the most highly anticipated times of year for fans and brands with iconic programming that engages viewers of all ages,” said Karen Kovacs, President of Advertising and Partnership at NBCUniversal in a statement. “And this year we are elevating our holiday programming through cross-platform partnerships with some of the nation’s top brands to transform the holiday season into one of the most powerful platforms for engagement, delivering memorable experiences that resonate with viewers and maximize impact for marketers.”
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Additionally, for the first time ever, Telemundo will broadcast a Spanish-language edition of the special, Navidades en Rockefeller Center, with Toyota signed as the presenting sponsor.
“This iconic holiday fixture is the perfect opportunity for Toyota to feature our annual holiday message of togetherness,” said Angie White, Senior Manager of Media at Toyota Motor North America in a statement. “The tree lighting allows us to connect with viewers on an emotional level and spread kindness and goodwill during this special time of year.”
