Target Sponsors Shoppable TV Series for Summer Sales Push

Target is sponsoring a new shoppable digital series from Bravo and NBCUniversal that lets viewers buy summer products while they watch. The series, "Shop What Happens," launches Sunday, June 14, on Peacock, YouTube, TikTok, and Instagram. Each of the five weekly episodes focuses on a theme: summer fashion, hosting, travel and swim, beauty, and summer trends.

Viewers can shop on Peacock through QR codes on living room devices. On the Peacock mobile app, YouTube, TikTok, and Instagram, they use text-to-shop and click-to-shop links. The format borrows from Bravo's "Watch What Happens Live with Andy Cohen."

"In partnership with Target, we're continuing to push the boundaries of shoppable entertainment, meeting audiences where they are," Karen Kovacs, president of advertising and partnerships at NBCUniversal, said in a statement.

Target Chief Brand Officer Michelle Mesenburg said the series "provides another way for Target to meet consumers where they are" and helps them discover trending products in a way that "feels fun, inspiring and uniquely Target."

The move comes as Target, Walmart, and Amazon all fight for June sales. Shoppable TV lets retailers connect ad views directly with purchases, turning streaming content into a sales channel. A PYMNTS Intelligence report found one in three connected-device owners would buy clothing or jewelry seen on actors in a film or series directly from the streaming platform.

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The series runs five consecutive Sundays through July 12, with Target's curated merchandise available on each platform.