Target to Release an Interactive Shoppable Movie

Films, which promote goods, are nothing new (today, you just can’t imagine a feature Hollywood film without the product placement), and non-cinema brands often come up with their own film series to entertain their consumers and introduce new product at the same time. Inspired by other brands including Toshiba, Target shot a film dubbed “Falling for You” starring Kristen Bell, Nia Long and Zachary Burr Abel to promote around of 110 Target-exclusive items, which will appear on the screen during the three webisodes. Since it’s not just another movie, but an innovative disguised catalogue, all the goods from pencil holders and apparel to furniture pieces and linen can be moved to a virtual shopping cart, plus they can be easily shared by viewers via social media channels with a click of a mouse button. The 12-minute film will launch at the dedicated tomorrow, October 2.

The shoppable movie by Emmy-winning director Phil Abraham (“Mad Men”) will tell a story of two Target employees (Bell and Abel), advertising professionals, who introduce their competing ideas for the retailer’s fall fashion campaign to their boss (Long). But this will be not a dull story, revolving just around career wars—“it has all the hallmarks of traditional rom-com—including, but not limited to, childhood rejection, workplace frisson, chance elevator meetings and paint-splattered clothing,” writes Los Angeles Times. The screening of the three installments was hosted in LA last week, while the common audience will enjoy them during the first ten days of this month (the second and the third episode will launch on October 4 and October 9 correspondingly), and on October 10 it will culminate the web-streamed live event in New York City, which will launch the retailer’s fall fashion campaign.

Target has a long history of creating marketing strategies that push boundaries and generate memorable moments in time. 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,” commented Shawn Gensch, senior vice president, marketing, Target. “I think the sharing—the pinning and sharing of things over social media networks is what’s going to be key. It’s going to give us a chance to build this out—and create and share a back story leading into our Oct. 10th event.” This enhanced online experience is a nice addition to Target’s marketing initiatives—in 2010, the retailer hosted a grandiose kaleidoscopic show to introduce its fall fashion collection to public.