- Electronics company Vizio and The Home Depot have developed a shoppable content series to spotlight the some ways consumers can use the retailer’s products to brighten their homes, per details shared with Marketing Dive.
- The content series, called “Merry & Bright,” showcases how three families use Home Depot products to rework their homes for the holiday season. The show is hosted by onetime “American Idol” winner Jordin Sparks.
- The content will include integrated QR codes that, when scanned, take consumers to a special Shop the Look page on the retailer’s website where the onscreen objects might be prominently displayed.
Shoppable content was one in every of the big themes for marketers during the 2022 holiday season, and it looks to be much more outstanding as this yr’s campaigns get underway. While a lot of the shoppable experiences last yr leveraged social media and retailer platforms, the wide use of connected television (CTV) has enabled The Home Depot to expand immediate shoppable options to Vizio’s home screen content.
“This partnership exemplifies how shoppable technology is expanding the role of name storytelling from an upper-to-mid funnel tool to driving immediate commerce motion and sales impact,” said Brandon Helrich, group director at Omnicom Media Group’s The Content Collective, which developed the programming, in an announcement.
The shift to streaming is accompanied by a corresponding shift beyond traditional 15- and 30-second ads into branded content that’s closer to entertainment, Vizio executive Katlyn Wilson explained in the press release. Streaming via CTV platforms like Vizio’s home screen allows for interactive ad opportunities, like shoppable content powered by QR codes.
The “Merry & Bright” content will consist of three 10-minute episodes, together with shorter pieces highlighting holiday suggestions and tricks from host and “American Idol” winner Sparks. Each episode introduces a latest family to viewers and shows off the ways they transform their houses with holiday decorations from The Home Depot. The content might be available through December.
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