Etailer Very has linked up with Channel 5 reality series Big Brother to allow viewers to “shop the Big Brother house” though a virtual online tour.
The site, which has already gone live, has clickable products in every room of the house, including items such as suitcases, dressing gowns and homeware.
A spokeswoman said contestants would also wear clothing from Very, potentially for high profile events such as the weekly eviction, which will be made available to buy.
Yesterday’s opening night, which recorded viewing figures of 2.13m, saw nine of the 10 contestants have their clothing confiscated, and they will be given the opportunity to select a whole new wardrobe from Very.
The product placement campaign follows on from a similar initiative for the celebrity show in January, although with double the number of products available to buy.
Very’s retail director Jon Owen said: “The ‘click-to buy’ initiative from the last series of Big Brother delivered real commercial benefits and deeper consumer engagement for Very. The next iteration of the campaign will further evolve the customer experience and continue to establish Very as a leader in cross-channel media integration.”
Agostino Di Falco, partnership director at Channel 5, added: “We’re sowing the seeds for product placement to generate a tangible return on investment for advertisers”