“We’ve never used this specific activation before, so it’s a really novel form factor where we’re able to take people from seeing an ad to shopping it to getting it delivered in a seamless flow,” Jones said. “It’s part of a broader partnership, but it’s a brand-new user experience for both sides of the house, and it’s never been done.”

Instacart also has a Bunny Ears brand film that will air during the Olympics as part of its back to school campaign.

Levin added that one way NBCU plans to measure results from the experience is to see how many users took advantage of the offers and who ordered from Instacart. She said they’re also looking at whether it moved the needle on brand affinity, Instacart search, the search for brands inside the ad or whether it drove people to download Instacart.

“It’s the element of people actually taking advantage of that offer in real-time, but also, what is the impact of this ad because of the combination of the large reach and this incredibly high-suspense moment with great attentive viewers that you have,” Levin said. “We are so excited to see the results for this, and we deeply believe this is going to move the needle both for Instacart, but also for the brands that are highlighted in the offer.”

Tim Armstrong, CEO and founder of Flowcode, the QR-code provider, said the partnership is about investing in real experiences and major events like the Olympics where customers are.

“The reason that Flowcode is exciting is because it does represent the future of where advertising is going, which is down the experience path,” Armstrong said. “NBC is taking live events in France and creating not just the content experience, but now the concession experience. The impactful part about that is that you’re basically getting a concession experience in almost real-time.”