Walmart Targets Bravo Fans with Shoppable Episodes on Peacock
Walmart and NBCUniversal have unveiled a new commerce partnership that allows Bravo fans to “shop the moment” on Peacock, which is the official streaming platform for all Bravo shows, according to a media release from the retail giant.
Streamers can shop directly from Walmart while watching season eight of Bravo’s "Below Deck Mediterranean" on Peacock the day after select episodes air. On certain dates, viewers will be able to browse Walmart products inspired by items the crew members (i.e., the reality TV stars) and guests on the yacht use, such as table settings, cookware in the galley and “yacht-life” looks.
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The shoppable episodes will air on Peacock on Nov. 7, Dec. 5 and Dec. 12. During ad breaks, viewers can press arrows on their remote to browse an interactive onscreen product carousel and scan a QR code to checkout on Walmart.com.
"Walmart customers are finding inspiration everywhere and anywhere, including their favorite TV shows,” William White, chief marketing officer, Walmart U.S., said in the release. “It’s why we’re always looking for innovative ways to shorten the distance between that inspiration and the ability to purchase. We know some of our customers’ most loved TV shows right now are on Bravo.”
“By expanding our shoppable TV footprint with NBCUniversal, we're pairing our incredible product assortment with some of their most talked-about content so our customers can quickly purchase items inspired by their favorite cast members while they're watching," White added.
The shoppable episodes are enabled by NBCUniversal's Must ShopTV Ad Innovation, launched earlier this year, and Walmart's web checkout. Powered by KERV Interactive, Must ShopTV uses AI technology to identify objects within a scene of an NBC show and enables viewers to shop products featured in or inspired by the content they’re watching.
For example, after Below Deck’s chief stew, which is the person responsible for leading the yacht's interior team, serves the sit-down dinner using dishware, viewers will be served a shoppable ad unit where they can shop similar dishware on Walmart’s website. Additionally, items are paired with Walmart’s inventory, so viewers will only see options that are readily available to purchase.
The Must ShopTV experience also leverages NBCUniversal’s commerce innovations, including interactive shoppable Engagement Ads powered by Brightline, shoppable Pause Ads and on-platform experiences to show fans of Below Deck how to get the luxury yacht lifestyle with Walmart prices, per the release.
"For so long, viewers had to take the hard route, scouring the internet to find a product like what they saw their favorite icons or creators use in-show," Josh Feldman, global chief marketing officer, advertising & partnerships, NBCUniversal, said in the release. "Now, through the power of Must ShopTV, and with Walmart as our launch partner, Bravo fans can get even closer to the content they love by discovering the brands that are already part of the story."