Viewers can now shop the Big Brother house online, thanks to a deal with Very.co.uk that its brokers say takes product placement to a new level.
In the new series of Big Brother, viewers can browse the house through a 360 degree virtual online tour. Each room features items for sale through the online retailer, which viewers can click through to buy.
Housemates in the series, which started on Friday, have also been offered the chance to choose clothes from Very.co.uk to wear during the series. The garments they wear in each episode will then be available to buy online.
The move follows a Very.co.uk fashion police project that ran during Celebrity Big Brother earlier this year. Media agency Carat brokered the deal between Very.co.uk and Channel 5 Big Brother.
“Our concept for Channel 5’s click to buy transformed the way viewer engage with broadcast activity earlier this year,” said Rachel Gibbs-McNeill, Carat sponsorship associate director. “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.”
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.”
Agostino Di Falco, partnership director at Channel 5, said: “This cutting edge campaign is building value for all concerned by giving viewers the opportunity to engage deeply with Big Brother. We’re sowing the seeds for product placement to generate a tangible return on investment for advertisers”