Target’s Shoppable Film
US discount retailer Target has taken branded video content to a new level by commandeering high-profile Hollywood names, including Kristen Bell, to create a serialised romantic comedy in which nearly every item on-screen is available to buy in real-time.
The three-part short film series, titled Falling for You, featured more than 100 products from Target’s autumn line, including fashion and homewares, which viewers could seamlessly shop and share online. Each product that featured on-screen would simultaneously appear in a scrolling list beside the video player. Clicking on a ‘heart’ tab adds this item to a personalised shopping list below the video, where consumers have the option to buy straight away or post on Pinterest, Facebook and Twitter.
Falling for You was directed by Emmy award-winning American director Phil Abraham, best known for the stylish 1960s-era ad agency TV drama Mad Men.
In a stroke of omni-channel grandeur engineered to maximise the campaign’s reach, in October, Target live-streamed the final episode at its Fall Style red carpet event in New York.
Target joins the ranks of Italian luxury label Gucci, Barneys department stores and US denim brand Levi’s, all of which have pioneered shoppable digital ads in the past year. It heralds a bold new era of contextual commerce, where shoppers are able to buy directly from wherever products catch their eye, including magazines, TV and music videos.
For more on the new generation of contextual commerce and branded film, see Stylus reports International Retail Design Conference 2012, Branded Video’s Golden Age, US Interactive Shopping, and Fashion Film & E-commerce.