I’ve been rushing through a few marketing books I found online (all of them published after 2010) and I noticed that the authors strongly emphasize on the fact that marketing a product/service is nothing compared to marketing an experience. I mean I get it. We don’t live in the beginning of the 20th century, where thoughts like “They [customers] can have any color they want, as long as it’s black” [H. Ford] can get you far, but a few months ago I saw some marketers are taking things to a whole new level.
I almost forgot about writing that post, but I while scanning through my Evernote, the “Kirsten Bell” save immediately puzzled me and I just had to click. So, let’s cut to the chase. Today I will show you a new (for me) way of product placement and a way to provide your customers with a unique experience – Falling For You – the first “shoppable film” which was created for the US retail Target.
What the f*ck is a shoppable film (that was what I asked myself as well initially)?! Well, basically the idea behind is to create “an enhanced online experience“, where while watching a short 5 minutes long episodes starring Miss Bell, viewers can also purchase most of the items on the set. Yeah, I know. So, you like her shoes? Oh well, click on the sidebar, pay online and they are yours. How about the sofa in the corner? Sure, go for it! There’a screenshot of the movie which you can see here. As you see from the image below, as the frames change, the items displayed are being listed on the right side and you can save the ones you like for a purchase after finishing the episode. You can see all series at their official website.
Avoiding ads on TV has become easier, so I guess that this blend between Home Shopping Network and entertainment is a solution to the problem of many advertisers. That is, in case you can actually intrigue people enough to watch those series.
Don’t get me wrong – I think this is damn creative. Cannot say about the results and whether the series generated the sales which the marketing/advertising team has predicted, but it is something different. The only thing that worries me is how far would we go in order to provide the ultimate experience related to product placement? Imagine if one day people could take advertising to our dreams. Well that would be something, wouldn’t it?