Target (NYSE: TGT) took over an episode of "Cougar Town" Tuesday, placing dozens of products in the show and enabling shoppers to click-and-buy items directly from a synced version playing on a second screen.
Twenty-five products 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.
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 banking the promotion will help the retailer regain some shopper good will lost following its security breach. Credit card numbers and personal information for roughly 70 million Target shoppers were stolen when the retailer's POS system was compromised during the holiday season.
Target subsequently shelved a marketing campaign meant to run during the winter Olympics, fearing that highlighting its philanthropic efforts would fall flat following the damage done during the breach. At the time, Target said the data breach had not affected its marketing budget for 2014. Last year, the company spent $631 million on measured media through November, according to Kantar Media, reports Advertising Age.
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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