Product placement is starting to take on a whole new meaning. To promote fashion and home items for the fall season, Target will release next week a 12-minute video called “Falling for You” featuring actors Kristen Bell, Zachary Abel, and Nia Long, directed by “Mad Men” director Phil Abraham.
Bell and Abel play two Target employees, whose boss, Long, gives them an assignment to create a campaign for the Target fall collection. Now here’s where you, the consumer, comes in: Items featured in the video will appear on a sidebar on the screen. Viewers will be able to click on a “heart” icon to purchase the item and on a “share” button to post to social media sites like Facebook and Twitter, according to the retailer.
The first episode of Falling For You will premiere on October 2nd, followed by subsequent episodes on October 4th and 9th.
This isn’t Target’s first “shoppable” video. Last year, the retailer promoted its Missoni for Target collection with videos starring Margherita Missoni, the granddaughter of Missoni founders, Ottavio and Rosita Missoni, that allowed viewers to click on a product and prompt a pop-up window with additional details. The product could then be added to a viewer’s online shopping cart without leaving the video.
The number of people who watched TV at least once per month declined from 90 percent of the population to 83 percent last year, according to a Nielsen survey of 500 U.S. consumers. In contrast, 84 percent of the respondents said they watched videos on a computer at least once per month.
As more people watch movies and shows online, it is easy to imagine more brands rolling advertising and ecommerce into shoppable videos. Shoppable holiday films, anyone?