Very to launch 360 click-to-buy product placement initiative in Big Brother
The new series of Big Brother starting this evening will see online department store Very.co.uk partner with Channel 5 to launch a 360 click-to-buy product placement initiative which will allow viewers to purchase items featured on the show from Very.co.uk and Channel5.com.
Very.co.uk and Channel 5 worked with media agency Carat to create the retail experience which will offer viewers the ability to virtually browse the Big Brother house via an immersive 360 online virtual tour and click to purchase products.
By offering strengthened digital integration and a more immersive retail experience, Very.co.uk hopes to build on its successful ‘fashion police’ initiative which ran earlier this year during Celebrity Big Brother.
Jon Owen, Very.co.uk retail director, said: “The ‘click-to buy’ initiative from the last series of Big Brother delivered real commercial benefits and deeper consumer engagement for Very.co.uk. The next iteration of the campaign will further evolve the customer experience and continue to establish Very.co.uk as a leader in cross-channel media integration.”
Rachel Gibbs-McNeil, Carat sponsorship associate director, added: “Our concept for Channel 5’s ‘click-to-buy’ transformed the way viewers engage with broadcast activity earlier this year. Media is fuelling the change in retail we’re experiencing. The work with Very.co.uk has already achieved genuine cut-through by supporting the brand in its aim to stand out in a highly competitive marketplace, and paving the way for this continued retail evolution.”
In this new series, Big Brother housemates have been given the opportunity to select an entire new wardrobe from Very.co.uk to wear in the house with all items available for viewers to buy.
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