Big Brother UK boasts revolutionary product placement deal with

A new season of Big Brother UK is about to start, and it includes a partnership between and Channel 5. The deal includes product placements, as well as a 360-online visual tour of the Big Brother House which lets browsers click and purchase products.

Carat worked with Channel 5 to develop the revolutionary online retail experience.

“Our concept for Channel 5’s ‘click-to-buy’ transformed the way viewers engage with broadcast activity earlier this year,” explained Rachel Gibbs-McNeil, associate director of Carat sponsorship. “Media is fuelling the change in retail we’re experiencing. The work with has already achieved genuine cut-through by supporting the brand in its aim to stand out in a highly competitive marketplace, and paving the way for this continued retail evolution.”

Housemates will also be given the opportunity to select their wardrobe from

“The ‘click-to buy’ initiative from the last series of Big Brother delivered real commercial benefits and deeper consumer engagement for,” said Jon Owen, retail director of “The next iteration of the campaign will further evolve the customer experience and continue to establish as a leader in cross-channel media integration.”

Source: The Drum