TV viewers will be encouraged to buy products from the new Nate Berkus home collection in an online version of the show.
The episode, which aired Tuesday at 10 p.m. Eastern, was also simulcast online at ShopCougarTown.com, where viewers were encouraged to buy the featured items. The online version of the episode showed flashing red signs on the featured products and clicking on the signs brought viewers to the product pages on Target.
As part of the story in the episode, one of the show’s character, Laurie, went on a Target shopping spree to buy things for her apartment. Pieces from Nate Berkus’s collection, including pillows, baskets, and lamps, were incorporated into the episode.
According to Target Senior Vice President of Marketing Rick Gomez, it is the first time the company has used this approach to promote a new line. In a report on The NY Times, he said:
It’s a combination of being a product integration that’s really integrated into the story line of the script, being on a major network, and with a unique shopping experience. And that’s something we’ve never done before.
The full version of the episode with the highlighted products will be available online at the Cougar Town TBS page through April 15th. If a viewer clicks on a product the video is paused to allow the viewer to check out the item. Aside from the episode, videos such as one featuring the designer Nate Berkus and the show’s decorator Cynthia McCormac are also available on the web page.