NBCUniversal’s ‘One Platform’ shopping TV initiative plans to take Bravo beyond just commerce and TV. On Monday, the company revealed that BravoCon 2022, taking place in New York this week, will cross multiple consumer experiences in the real, digital and virtual worlds.
This year’s Bravo Bazaar will offer fans of ‘Real Housewives’, ‘Top Chef’, ‘Below Deck’ and other shows to transact with NBCUniversal Checkout at an onsite event. metaverse version. Recreating sets from his favorite shows and sprinkled with purchasable merchandise, the virtual event launched last year and is now four times his size. TRE semeFeatured brand partner also sponsors real-world salons that offer products that people can buy in person or online.
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“NBCUniversal has a sharp pulse in the wants and needs of the Bravo fandom,” said Evan Moore, senior vice president of Commerce Partnerships for NBCUniversal’s advertising and partnerships division. “By embedding shoppable experiences at key moments that fans are living the Bravo life, whether it’s at BravoCon or online across our properties, metaverse With the enhanced Bravo Bazaar, you can truly connect and influence your partner beyond the screen and show. ”
The list of Bravo-approved brands includes the Lashaholics, Literie Candles and Verishop brands, as well as network star-inspired brands such as Sewing Down South, LoverBoy and CaraGala. Products and services span a variety of categories including retail, beauty, apparel, and home decor.
TRESemmé’s BravoCon Salon allows event attendees to “go for Bravolebrity style hair,” according to Jessica Grigoriou, head of beauty marketing for the hair care brand and Salon & Masstige Portfolio Director.salon and shopping Opportunities are beyond con. “We are excited to extend these shopping experiences to Bravo fans around the world using QR codes. technology It’s on-site and on-air in the salon, with Bravo’s Live Look-In and ‘See What Happens Live’ branded bar,” she explained.
All in all, according to NBCU, “Bravoholics” will allow you to buy your favorite looks and styles anywhere.
It’s an ambitious move, but the company has plenty of reasons to be optimistic. In a previous study, the company noted that consumers involved in commercial innovation were 88% more likely to remember the associated brand and 79% less likely to switch channels. shopping Specifically, activation was twice as effective as traditional advertising.
The media giant is clearly encouraged by the numbers, doubling down on purchases and expanding it beyond the initiative’s original premise.
Introduced in 2019, the company’s shoppable TV initiative began with displaying QR codes on TV screens to direct viewers to e-commerce storefronts. As time went on, it was added to the show line-up. sporting event Then we turn our attention to the product, finally the metaverse. Last year’s virtual Bravo Bazaar preceded other announcements. Most recently, we introduced new augmented reality capabilities for immersive advertising experiences and partnerships with virtual platforms such as: buy a scenelaunches the “Today” Show Holiday popup.
NBCU puts all its power into its passionate TV fan base. In fact, fan communities have become a major priority for commerce platforms in general, especially given their tendency to drive activity and shopping in virtual worlds.
But the Metaverse is just one aspect of BravoCon. In fact, multiplatform efforts blend television broadcasts with real-world online and immersive virtual experiences, making up a strategy akin to an amplified version of omnichannel retail. But rather than simply blending physical and digital platforms, four-player play adds a literal dimension to the equation.
Bottom line: While some platforms and brands may still be struggling with omnichannel retail or contemplating a place in the metaverse, a multiverse of shopping is already underway.