NBC is teaming up with American Express to allow viewers to buy TV-inspired goods as they watch, in a bid to drive downloads of the Zeebox app.

Second-screen TV app Zeebox launched in the US in September with a number of big-name backers including NBC. The new initiative will allow Zeebox users to buy products “inspired by” NBC Universal programmes from NBC’s DailyCandy store via their mobile devices, as the shows in question air.

“We know today’s consumers are on other screens while watching television,” said Linda Yaccarino, president of NBC Universal ad sales. “This innovative deal is a seamless way to capture their attention around the products and experiences featured on the shows they love, and narrows the path-to-purchase for consumers.”