Shell has teamed up with NBC News Digital on a new second-screen initiative that combines sponsored content with live programming via a mobile application.

Shell is the first brand to sponsor a NBC News property on the second-screen zeebox app. The brand?s sponsorship specifically targets the content for the broadcaster?s ?Meet the Press? program.

"The power of synchronicity is being leveraged by Shell through zeebox's proprietary ad product SpotSynch," said Jen Kavanagh, senior vice president of marketing at zeebox, New York.

"SpotSynch allows Shell to activate its TV media by presenting viewers with an ad within the zeebox app at the moment it appears on TV," she said.

"This presents a powerful opportunity for a brand to amplify the message on the first screen while personalizing the message on the second screen. Two people watching the same show at the same time could have completely different offers and experiences presented to them based on who they are ? that's the power of personalization for brands."

Multi-screen viewing
The partnership will let Meet the Press fans interact with the zeebox app while they watch the program. Users will be able to view behind-the-scenes content and access additional digital content via the app.

Shell?s involvement includes ads that will run within the Meet the Press section and sponsored surveys during the show.

Shell?s sponsorship also includes a product called SpotSych that lines up TV ads with second-screen content.

The app will detect when a Shell TV ad is running during the airing of Meet the Press, which will trigger a Shell ad to pop up on the zeebox app.

By serving ad content to consumers that airs in conjunction with live content the goal is to create more immersive and contextually-relevant ads for TV viewers, according to zeebox.

The ad experience will launch on July 1, and the deal was brokered by MediaCom.

The zeebox app is available for free download on iPhone, iPad and Android devices.

Second-screen experiences
NBC was one of the first broadcasters to partner with zeebox to bring second-screen technology to its programming (see story).

Then earlier this year, NBC's Telemundo became the first Hispanic zeebox partner with an initial interactive experience around the recent Latin Billboard Awards (see story).

Although second-screen experiences have generated a lot of buzz with broadcasters, fragmentation is a challenge.

Investing heavily in one second-screen initiative is a smart move for NBC because it simplifies the experience for viewers and asks viewers to download a single app to interact with all of the broadcaster?s programs.

"Brands like NBC and Shell are always looking for consumer touch points that allow them to engage in a meaningful way," Ms. Kavanagh said.

"The ability ? for example ? to also create a community around a passion for television and the themes, actors and stories within creates the opportunity for brands to share messages and have dialogue with consumers in zeebox in a natural and organic way," she said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York