21 Oct Wayfair Kicks Branded Content Up More Than a Notch
Grab your TV remote control and your credit card! This weekend A+E Network launches its new lifestyle and home design series, The Way Home. Why are you grabbing your credit card? Because the new show is co-produced by e-retailer Wayfair, and everything (yes EVERYTHING) you see on the show can be yours just by shopping Wayfair.com.
The network is calling the series premiere of The Way Home the “first fully-shoppable TV series.” Hosted by an interior designer and a lifestyle expert, producers say the show is a perfect marriage of usable content and purchasing prowess, going beyond the ‘buy this product message’ to show how Wayfair’s products can make life better. Wayfair has launched a robust social media campaign to accompany the show using #TheWayHome on Twitter and posting to their already extensive Pinterest site and Facebook. Even employees, referred to as “Wayfairians, and the company’s recruitment efforts are getting into it with posts to @wayfairatwork.
At Axiom, we’ve embraced this type of content since 1994 when we began pairing our customer’s products with lifestyle experts on local and national TV news shows. We believed back then, and still spread the same message, that consumer brands need to go beyond product features and in-your-face style messaging. Tell your customers why they need your product. Show them how it will make their life better and help them envision using it.
The Way Home is sure to offer all the tips and techniques to have viewers aspiring to create beautiful living spaces… with the added benefit of instant shopping gratification. It’s the latest jump for branded content, and a new twist to product integration.
Check out The Way Home on Lifetime, this Saturday, Oct. 22, at 11 a,m. If you miss it, you can watch full episodes online while getting the same “watch and shop” experience.
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