Target to sponsor 'first-of-its-kind’ shoppable Bravo digital series
Target Corp. is the exclusive retail sponsor of a digital series inspired by the format of Bravo’s popular show, “What What Happens Live with Andy Cohen.”
NBCUniversal is launching what it describes as a "first-of-its-kind" shoppable Bravo digital series, called “Shop What Happens.” The summer-themed weekly series brings together some of Bravo’s best-known figures for conversations, games and cultural commentary spanning fashion, entertaining, beauty, travel, swim and seasonal trends.
According to NBC, the content will be delivered in an engaging way for audiences to discover and shop curated Target products featuring stylish, trend-forward finds inspired by the Bravo moments and summer trends they love.
The series will run live for five consecutive weeks, with new episodes every Sunday beginning June 14. It will stream on Peacock, YouTube and TikTok. On the Peacock mobile app and TikTok, content is optimized in a vertical video format designed for mobile-first discovery and engagement.
QR codes will enable seamless shopping directly from Peacock on living room devices, while text-to-shop and click-to-shop functionality allow fans to instantly shop the featured Target items they see across the Peacock mobile app, YouTube, TikTok and Instagram.
“At Target, we're continually finding new ways to meet guests where they are, delivering inspiring experiences that make it easy to discover what's trending," said Michelle Mesenburg, chief brand officer, Target. “Shop What Happens brings together the cultural conversations audiences are already following with the stylish, affordable products they love from Target. By combining trend-forward curation, entertaining content and seamless shopping, we're making it easier than ever for guests to discover products and trends in a way that feels fun, inspiring and uniquely Target."
The participants in the new series include “Bravo-lebrities” such as "The Real Housewives of Atlanta's" Cynthia Bailey and “Summer House” and “In the City’s” Lindsay Hubbard among others.
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“For a century, NBCUniversal has understood that must-see storytelling captures attention and drives action,” said Karen Kovacs, president, advertising and partnerships, NBCUniversal. “Launching Shop What Happens reflects that belief, expanding what’s possible when premium content, fandom and commerce come together. In partnership with Target, we’re continuing to push the boundaries of shoppable entertainment, meeting audiences where they are and inviting them to engage, explore and shop.”
