Video Example (to show): http://fallingforyou.target.com/
Target unleashes a fully shopable romcom film showcasing Target's new, fall fashions. Using a new digital advertising approach with the goal to ultimately sell but with objectives to provide "non-annoying" product placement. Target brought in Hollywood talent for the 12-minute episodic film, which stars Kristen Bell, Zachary Abel, and Nia Long. Shopping technology has always been crucial to Target and they themselves have claimed to have the "first shoppable video that doesn't make you pause the film to buy".
How does it work?
As scenes unveil themselves, product items appear in a scrolling sidebar to the right of the video window, where users can click to "favorite" them and then review and wait til the video ends to buy them. The merchandise includes items in the home, apparel and accessories, and beauty departments, and can be shared on Twitter, Pinterest and Facebook.
Phil Abraham, the director told Target's A Bullseye View magazine that "Targets willingness just to make a great film people could enjoy and not burden its dramatic elements with commercial content,"
Discussion:
-We are seeing more and more webisodes/digital advertising approaches for brands, do you think they work, do you watch them?
- Do you think this goal can be accomplished with this video? that it's not burdened with commercial content? or do you think that it's too commercial and distracts away from film itself?
-Is this really extreme product placement?
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