• by Karlene Lukovitz  @KLmarketdaily, July 18, 2022

NBCUniversal is bowing a reality series that is precedent-setting in being as much about ecommerce as entertainment. 

Every episode of “Love Island USA,” an original series from from ITV Entertainment launching on July 19 on the NBCU streamer Peacock, will integrate a wide range of shoppable products into the content as contestants attempt to pair up to win. 

E! Online will feature shoppable articles and leverage its social presence to drive audiences to the shopping experience and enable the buys.  

The show is the most ambitious result to date of NBCU’s large investments in its cross-platform advertising One Platform and technology that enables on-screen shopping interactions. 

Viewers who scan on-screen ShoppableTV QR codes will be taken to shoppable articles on E! online, where they can buy apparel, home décor, cosmetics and personal care products VIA NBCUniversal Checkout. 

Online sellers represented include Quay,Yellowpop, Kenny Flowersand Verishop brands such as Overexposed, Ghost Democracy, and Laguna Beach Textile Co.   

“In collaboration with ITV, we had the unique opportunity to redefine shoppable, premium video by identifying which products to place in each episode, how to extend the love for the show across One Platform, and more specifically deliver what looks, or styles fans will want to recreate themselves,” Evan Moore, senior vice president commerce partnerships, NBCUniversal, said in announcing the series. “Peacock has given us the ability to take ecommerce to new heights for both our audiences and partners.”