NBC viewers aren’t just getting one more day this leap year, they are also getting more time with their favorite shows on Feb. 29, Leap Day.

Working with American Express, NBCUniversal will create custom show content for four NBC network programs: Blindspot, which is returning from winter break on Monday; reality hit The Voice, which debuts its tenth season; Late Night with Seth Meyers and Today. BuzzFeed, as part of its newly minted relationship with NBCUniversal, will also create and distribute social content around each of these shows all day long.

Instead of commercials, each program will get extra show-related content, giving viewers more programming, more behind-the-scenes access and more of their favorite stars. Each spot will include American Express branding before and after the content. Blindspot, for example, will offer interviews with the show’s creator and its stars, while Today will give you more of Kathie Lee and Hoda and Seth Meyers will offer one more skit.

“We’re partnering with NBCUniversal in this first-of-its-kind campaign to provide viewers with relevant, exciting content across broadcast, digital and streaming properties to reinforce our message – American Express gives you more,” said Joe Bihlmier, vice president, Global Media at American Express, in a statement. “This campaign also aligns with our customer-centric approach to add more value for our customers where we know they are.”

“It is exciting to deliver valuable audiences at scale and develop innovative solutions for brands in a way that only NBCUniversal and BuzzFeed can do,” said Alison Tarrant, executive vice president, client partnerships, NBCUniversal. “This is a great example of how we uniquely work with marketers and agencies, like American Express and Mindshare, to explore new advertising models for maximum impact, keeping in mind the audience experience.”

Although the content will air on NBC on Leap Day, it will continue through Thursday, March 3 on NBCUniversal’s digital platforms and apps.

Read more: The New York Times

[Image of Seth Meyers courtesy of NBC via The New York Times]

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