Call it the ultimate chick flick. Target has combined a romantic comedy and shopping into one experience.
The company’s newest marketing stratagy is a ”shoppable” short-film, directed by Mad Men’s Phil Abraham and starring Kristen Bell (“Forgetting Sarah Marshall”), Nia Long (“Big Mama’s House”) and Zachary Abel (“Make It or Break It”). It debuts on a small screen near you next week.
“Falling for You,” a romantic comedy that takes product placement to a whole new level, can be viewed on computers, cell phones and tablets. It will be released in three five-minute episodes on Oct. 2, Oct. 4 and Oct. 9 at Target.com/FallingforYou.
Viewers will be able to browse, share and buy more than 140 fall fashion, beauty and home items featured in the film as the storyline is unfolding.
“Target has a long history of creating marketing strategies that push boundaries and generate memorable moments in time,” said Shawn Gensch, senior vice president, marketing, Target. “With “Falling for You,” for the first-time ever we created a captivating and energetic experience that allows Target’s guests an opportunity to interact with our product in an entirely new way.”
As Target merchandise appears in the film, items will also be displayed in a scrolling sidebar on the screen. Guests can tag their favorites and share those selections with friends on Twitter, Pinterest and Facebook and/or click on a special icon to purchase items from Target.com.
(Before the film begins, guests will see an on-screen message that explains the process.)
“To me, Target has always represented trendy, affordable, and accessible style,” said actress Kristen Bell, who portrays lead character Amanda. “I’m so pleased to work with Target on this project and to be part of an exciting new concept, which creatively brings style, entertainment and technology together in an unexpected and charming way.”
The film will remain online through Oct. 31. Products will be available while supplies last.
You can see a trailer of the film here.
And a behind-the-scenes video interview with the stars of the film here: