Big Brother may be watching but bosses at Very.co.uk are betting that their key customer base will also be tuning into the latest instalment of the reality series.
The etailer, owned by online shopping heavyweight Shop Direct, has signed a click-to-buy sponsorship deal with Channel 5, which will see branded products from Very feature throughout the new series of Celebrity Big Brother.
Viewers will be able to log onto the broadcaster’s website and bag themselves everything from the toaster to the tapestry and even the fluffy dressing gowns donned by their celebrity favourites.
The housemates, who include jockey Frankie Detorri and X Factor’s Rylan Clark, will also use products from the ecommerce site during the various infamous tasks set by Big Brother.
The ingenious marketing campaign seeks to turn viewer’s votes into customer clicks, as the partnership with the reality series directly targets the typical very.co.uk shopper- a match made in celebrity endorsed heaven.
The deal will continue into this summer’s edition of Big Brother, where Very products will dominate our screens for weeks at a time. For now, the shopping website is set to cash in on the celebrity effect as viewers across the country clamber to emulate their favourite well known housemate.
What’s more the cross platform interaction taps into the changing way in which consumers shop, as more and more of us browse online while watching our preferred programmes. As reported by Drapers, online shopping records were smashed over the Christmas period with sales growing by 44.95% compared to Boxing Day last year.
One thing is for certain, as the nation tries to beat the January blues by tuning into the latest reality TV guilty pleasure, regardless of which contestant reigns supreme at the end of the competition, Very.co.uk is set to be crowned the winner.