Peacock tries online shopping

NEW YORK — NBC is getting into the online home shopping biz in a big way — just in time for the holiday gift-giving season.

The Peacock has launched a massive on-air/online marketing effort dubbed Holidays@NBC aimed at turning NBC viewers into online consumers of products offered by NBC advertisers. On-air promos began running Thanksgiving Day urging viewers to do their holiday gift shopping at NBC.com, the net’s Web site.

Sears’ Wishbook.com shopping site is the primary partner in the project and will be featured in NBC promos touting the holiday Web site. NBC on-air advertisers such as Levis, Etoys, TotalE and DVD Express will also get plugs during Holidays@NBC promos slated to run in NBC primetime and latenight programs.

Web surfers who then go to NBC.com will be directed to click onto a special area of the site featuring online ads for featured retailers taking part in the promotion. Consumers will be able to purchase goods directly from the online retailer. The entire promotion is being supplemented by a $1,000-a-day cash giveaway co-sponsored by Citibank.

NBC doesn’t get a cut of the online sales profits. Instead, the web is making its money by selling mentions within the on-air promos for Holidays@NBC and placement on the Web site.

“We are flowing traffic into our partners’ sites,” NBC Interactive advertising and client marketing VP Patricia Karpas told Daily Variety, adding the goal of the program is to “package (on-air ad) inventory in a way that moves product on-line.”

Up to seven different advertisers are featured in each of the 30-second spots hyping Holidays@NBC, allowing advertisers who might not normally want to spend primetime ad dollars a chance to get on-air exposure.

NBC is also selling its own products at NBC.com, mostly consisting of Peacock-themed merchandise and videos of NBC-owned properties, such as the recent “Temptations” miniseries. The NBC.com holiday Web site is also integrating nonsales content such as interviews with NBC stars about their holiday memories and a continuous live Web cam shot of the Rockefeller Center Christmas tree.

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