Snap.com and XOOM.com Inc. rolled out a $45 million
television advertising campaign to support Snap Shopping, the new Internet shopping
service launched by the two companies on Monday.
Snap Shopping will be promoted on the NBC Network with spots that promote
purchasing opportunities from partner merchants, including ArtInsider,
Ashford.com, barnesandnoble.com, BestSelections.com, eHobbies.com, eVineyard, Garden.com,
GiftCertificates.com, Kabang.com, netoy.com and OfficeMax.com.
The merchants are participating in integrated media sponsorship packages that
place them in Snap Shopping’s online category positions as well as in the TV
campaign.
The retailers are spotlighted in rotating tagged positions at the
end of each of three different Snap Shopping advertisements for the holiday
campaign.
The campaign will be in heavy rotation in November and December during
various prime time, daytime, late night and overnight programming.
The new ad campaign also will air on cable’s MSNBC and CNBC and will launch in tandem
with an online and targeted direct e-mail campaign, the companies said.
The ads build on themes developed for Snap.com’s “Higher Ground” campaign,
which launched on television last spring. The new campaign was developed
in-house by NBC On-Air Promotion.
Also featured in the new campaign is Snap Shopping’s holiday promotion,
You’ve Got Cash, offering online consumers a onetime $20 credit to be used
with their first purchase from any of Snap Shopping’s 45 charter merchants.
Each user can redeem Snap Cash directly from an individual Snap Shopping ‘My
Wallet’, a digital wallet capable of storing multiple billing and shipping
addresses as well as credit card information.
Xoom.com, Snap.com and three Internet businesses contributed by NBC —
NBC.com, NBC’s Interactive Neighborhood and Videoseeker.com — are all in the
process of being merged to form NBC Internet (NBCi), a publicly traded
company. NBCi will use Snap.com as its umbrella consumer brand.
