NBCUniversal’s E! star Kim Kardashian West  — nee Kim Kardashian — stopped by Conan O’Brien’s late night show last night to unveil her new T-Mobile ad that will air during the first quarter of Sunday’s Super Bowl which, in one of those incredible coincidences, is being broadcast on NBC and other networks of NBCU. West’s ad plugs T-Mobile’s new “data stash” offering.

T-Mobile’s CMO Mike Sievert has explained modestly that KKW’s 30-second spot, is a “social media event,” what with West reaching 25 million-plus on Instagram and more than 28 million fans via Twitter.

Tragically, Conan did not get to interview her about the making of the ad; she’s saving herself for T-Mobile’s launch a website with behind-the-scenes content from the making of the ad, having agreed to answer fans’ questions via Twitter during the game.

(T-Mobile’s CMO Mike Sievert has modestly called KKW’s 30-second spot a “social media event,” what with West reaching 25 million-plus on Instagram, and her more than 28 million Twitter followers.)