Getting and keeping the attention of a distracted millennial isn’t easy, especially when 77% of people aged 25–39 say their first instinct when they get sidetracked is to grab their phone. They’re leaving one screen for another to search for more content, especially during commercials, so we found a way to hold their attention.

By upending the traditional commercial pod and giving time back to the shows, we gave our audience #MORE engaging content across all platforms and drove massive interest in the card. Pioneering this first-of-its-kind campaign, we gave writers and producers from the Today Show, Late Night with Seth Meyers, Blindspot, and The Voice creative license to craft relevant, unique content across all screens that maintained each show’s integrity in service of the audience. More content paired with one more day in the year aligned perfectly with the brand that’s known for giving you #MORE.

On Leap Day, viewers got #MORE favorite shows of extended content from American Express Blue Cash Everyday Card. Today Show gave morning hosts more time to chat during its highest-rated segment. During The Voice, a mini-documentary updated fans on past winner’s rise to fame and fans got interviews and plot teasers from the cast and creator of Blindspot.

This combination of in-program content and extra programming gave 43 minutes of uninterrupted content between the shows, meaning the show never stopped. To end the night, Late Night with Seth Meyers recapped Amex’s contributions and treated viewers to a parody of Mad Max entitled “Reasonable Max,” starring Seth.

The content continued across NBC's digital and streaming properties for three more days to capture on-demand viewing. Buzzfeed developed shareable content to reach millennials with Amex’s #MORE message. The conversation kept going on the shows’ social media handles even after TVs were turned off.

This campaign drove significant interest in the Blue Cash Everyday card.

• The launch of this campaign drove a 50% increase in related searches and a 45% increase in product demand.

Custom content resulted in significantly less tune-out than other pods in the same telecasts

• Each custom content segment not only delivered the highest ratings of any pod in their respective program but also retained the largest audience percentage of any pod for adults aged 25–54.

• The custom content reached over 10 million adults aged 25–54, which is an amazing accomplishment for one day.

• Almost two-thirds (62%) of adults aged 25–54 saw the custom content from all four shows.