ABC E-Commerce Site Cashes in on Product Placement
ABC has launched a new e-commerce site, www.shopabctv.com, where people can purchase the products that appear on TV series like “Desperate Housewives” and “Grey’s Anatomy. The marketing campaign/product line appears to be geared towards women, who place a high value on items like the clothes worn by “Housewive” stars Eva Longoria and Marcia Cross.
For the cross-promotion ABC has tapped the services of Delivery Agent, a company that works with TV set propmasters as well as product manufacturers to negotiate sales of the placed products. But don’t call it product placement, say Delivery Agent CEO, Mike Fitzsimmons, who said in a statement that “This is the after-market for product integration.” Delivery Agent has been a leader in this business since 2002, when it got its start marketing the products of Sony Pictures Entertainment’s “Charlie’s Angels: Full Throttle.” In addition to ABC, DA is currently working with over 75 TV and film properties, including Showtime, NBC, Bravo, Miramax, Lions Gate, and Soapnet.
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