New 'Snap Shopping' Service Launches $45 Million TV Effort

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 email 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.