Young fashion etailer Boohoo.com has collaborated with singer Little Nikki in an interactive music video featuring ‘buy it now’ capabilities.
The advertisement will see Little Nikki and her dancers styled in two of Boohoo’s key autumn 13 trends - rebel and future sports - which viewers are able to click on to buy.
The brand and singer are also joining forces for product placement at events, live performances and a Boohoo TV special, available to watch on the brand’s website.
Social media will also form a large part of the campaign, with Boohoo’s Facebook, Twitter and Instagram sites offering Little Nikki fans exclusive behind-the-scenes updates on the collaboration.
Boohoo is not the first etailer to launch a clickable music video. Last year, Asos created a clickable video featuring singer Ellie Goulding for its Christmas campaign.
Meanwhile, Very has linked up with Channel 5 series Big Brother to create a clickable website alongside a product placement deal in which contestants wear some of the etailer’s clothes.