A new series of Big Brother is set to launch tonight, and will see digital department store Very.co.uk promote its partnership with the Channel 5 show through product placement, with a 360 online virtual tour, which will allow users to click to purchase products.
Carat worked with Channel 5 and Very to create the retail experience, which offers viewers and fans of the show the ability to virtually browse the Big Brother House.
Rachel Gibbs-McNeil, Carat sponsorship associate director, said: “Our concept for Channel 5’s ‘click-to-buy’ transformed the way viewers engage with broadcast activity earlier this year. 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.”
The deal also sees housemates given the opportunity to select a whole new Very.co.uk wardrobe, which they can wear in the house.
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.”