Very.co.uk Makes Reality TV Shoppable
British e-tailer Very.co.uk has partnered with UK TV network Channel 5 on a huge product placement initiative revolving around the current (summer 2013) series of reality TV show, Big Brother.
In a deal brokered by UK media agency Carat, Very.co.uk – which sells lifestyle products ranging from fashion to furniture – has supplied all home furnishings for the set. Fans can view and buy the products by plugging into a 360-degree virtual tour of the house at Very.co.uk and Channel 5’s website. Viewers navigate through the space and zoom in on products using their cursors; clicking on the tags attached to each item, they can view product details or buy them via Very’s e-commerce site.
Very and Channel 5 first collaborated on the 2012 UK season of Big Brother, expanding the partnership for 2013 with the click-to-buy virtual tour, as well as adding Very’s fashion range into the mix. This year’s contestants now have the opportunity to select clothes from the site, although, as yet, are not obliged to do so.
The show’s viewing figures currently stand at 1.7 million, making it a sizable audience to plug into, in addition to being a shrewd demographic fit. According to Channel 5’s partnerships director Agostino Di Falco: “Very is a perfect partner for Big Brother as their core target audience is the ‘savvy’ 18 to 30-year-old.”
For more on the increasing convergence of television and retail, see the Shoppable Content: Entertainment section of Stylus’ Anywhere Retailing industry trend, publishing on July 19.