Target (NYSE: TGT) teamed up with TBS to place 25 products in Tuesday's episode of "Cougar Town," turning the episode into a giant commercial with click-and-buy capabilities.
Household decor and accessories from Target's Nate Berkus line were featured in the TBS sitcom. Viewers watching a synced streaming version of the show saw flashing red icons on products available to purchase, allowing shoppers to just click the item to buy directly from a smartphone, tablet or computer.
This is the first such campaign for the retailer, Rick Gomez, Target's senior vice president of marketing told The New York Times.
"It's a combination of being a product integration that's really integrated into the story line of the script, being on a major network, and with a unique shopping experience," he said. "And that's something we've never done before."
Target is also hoping the product placement initiative will win back many of the shoppers it lost following its security breach. In the wake of the breach, Target has had to modify its marketing plans. The retailer cancelled a campaign that was supposed to be titled "Around for Good" and was to highlight the company's philanthropic mission and community contributions. Target felt the move would have felt "tone deaf" in light of the data theft.
Will Target's guest role on "Cougar Town" mend fences or sell vases? The wireWax technology is certainly being watched as retailers and brands continue to explore ways to grow m-commerce.
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