NBC combines product placement and e-commerce
Published:
25 April 2001 y., Wednesday
At the end of Thursday’s episode of “Will & Grace,” NBC tried to sell the shirt off of Debra Messing’s back — a $52 Polo T-Shirt.
IN WHAT APPEARS to be the first attempt to cross promote a prime-time show product placement with an e-commerce site, NBC ran a 10-second promo at the end of the last commercial break on the highly rated sitcom. It said: “If you’d like to buy a Ralph Lauren pink pony T-shirt like the one Grace (Messing) is wearing in tonight’s episode and help the fight against cancer, log onto Polo.com.”
Polo.com is the e-commerce Web site for designer Polo Ralph Lauren’s clothing line and is 50 percent owned by NBC. Once at the site, a box with a picture of a model wearing the cotton T-shirt “seen on Will & Grace,” pops up and links users to the section that sells the item. Fifteen dollars of the $52 price goes to “support programs dedicated to raising cancer awareness.”
Networks have long talked about doing actual selling of items seen on shows as a way to generate revenues outside of conventional advertising, but there have been few serious attempts at making a real business out of it. NBC insisted the Polo.com promo was not a way to test the waters for future e-commerce tie-ins, and emphasized the charitable aspect of the offer. After the show aired, traffic on the site doubled from its previous high — NBC didn’t disclose an exact number — and 3,000 pink pony T-shirts
had been ordered by midday Friday. It’s likely that some of those online users purchased other items as well.
Šaltinis:
msnbc.com
Copying, publishing, announcing any information from the News.lt portal without written permission of News.lt editorial office is prohibited.
The most popular articles
Software company announced new structure_ of it_s business.
more »
Internet cafe users in China have long been subject to an extraordinary range of controls
more »
Internet cafe users in China have long been subject to an extraordinary range of controls
more »
The European Commission said Sunday that it would not enforce a Monday deadline for Microsoft to start selling a modified version of its Windows operating system in Europe
more »
The woman who launched the controversy over electronic voting machines has formed a nonprofit consumer group that plans to investigate election officials
more »
The Chinese government is calling on Internet service providers to sign a "self-discipline pact" meant to stop the spread of information that could harm national security as defined by Beijing
more »
search.lt presents newest links
more »
The Royal Courts of Justice and six other courts around the UK have been kitted out with wireless Internet "hotspots" as part of measures to help modernise the legal system
more »
Intel on Thursday will offer an early look at its latest chipsets at a pair of events in New York and San Francisco
more »
Some useful citizen has written a virus which targets mobile phones running the Symbian operating system
more »
On
the 25-27 of May for the first time in Lithuania “Competitions of the Robots”
for the students of universities and engineers from different countries took
place in the Lithuanian Exhibition
Centre “Litexpo”. More >>>
more »