Walmart teams with Bravo ‘Below Deck’ series for shoppable TV episodes
Walmart is partnering with NBCUniversal for shoppable TV ads.
The retail giant and NBCUniversal have teamed up for a commerce partnership that allows Bravo fans to shop directly from Walmart while watching Bravo’s "Below Deck Mediterranean" season eight the next day on Peacock. On select dates, consumers will be able to browse and shop Walmart products inspired by those used by the show's crew members and guests via special shoppable repeat episodes.
The shoppable episodes will air on Peacock Dec. 5 and Dec. 12 (the first aired on Nov. 7). When viewers find something they like during an ad break, they press arrows on the remote to browse the interactive onscreen product carousel and scan a QR code to check out.
The shoppable episodes are supported by NBCUniversal's Must ShopTV Ad Innovation solution and Walmart's seamless web checkout capability. Based on a Kerv Interactive platform, Must ShopTV uses AI technology to identify objects within the scene of a show, enabling viewers to shop products featured in or inspired by the content they’re watching.
For example, after the chief steward serves the sit-down dinner using dishware, viewers will be served a shoppable ad unit where they can shop similar dishware on Walmart’s site. 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 interactive shoppable engagement ads based on Brightline technology and shoppable Pause Ads.
"Walmart customers are finding inspiration everywhere and anywhere, including their favorite TV shows. It’s why we’re always looking for innovative ways to shorten the distance between that inspiration and the ability to purchase," said William White, chief marketing officer, Walmart U.S.
"We know some of our customers’ most loved TV shows right now are on Bravo.,” said White. “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."
"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," said Josh Feldman, global chief marketing officer, advertising & partnerships, NBCUniversal. "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."
This is not Walmart’s first foray into shoppable TV. In 2022, the discounter began collaborating with Roku Inc. to enable consumers to buy items with a click on their Roku remote while streaming television programs.
Based in Bentonville, Ark. Walmart Inc. operates more than 10,500 stores and numerous e-commerce websites in 19 countries.