Kristen Bell and Nia Long star in short film series for Target (and clever new concept means we can click-to-buy on every item)
17:44 GMT, 28 September 2012
Kristen Bell, Nia Long and Zachary Abel are the stars of Target's new click-to-buy rom-com.
Viewers of the twelve-minute long film, which will air exclusively online, will be able to select any item that appears onscreen and add it to their shopping cart.
More than 100 products from the retailer's fall collection – including fashion, beauty and homeware – feature in the interactive video which will be delivered in three installments from October 2.
Commercial success: Actress Kristen Bell stars in Target's new click-to-buy rom-com, which allows users to purchase any item that they see onscreen
The film called Falling for You, was directed by Phil Abraham, who was nominated for an Emmy this year for his work on Mad Men.
It tells the story of two Target employees (Miss Bell and Mr Abel) who are competing with each other as they plan a fall fashion event
in New York. Miss Long plays their boss.
Commenting on the project Miss Bell said: 'It's a very exciting concept. It felt very fluid. A lot of it is
just showing things in their natural habitat. I felt like it was more
natural than a product-placement situation (on a film set).'
Retail trend: Kristen Bell and Zachary Abel (pictured) were recruited by Target for the interactive project
Co-stars: Nia Long (left) plays a company boss in the new film while Kristen Bell (right) a business executive
Although the storyline is fictional, the
fashion event is real and the actors will be at a live
event on October 10, which viewers can also watch online.
Products featured in the video will appear in a sidebar on the right side of the screen and viewers can click on a heart icon to buy, or they can post comments via sites such as Facebook, Twitter, and Pinterest.
A spokesman for Target told Twin Cities Business that unlike most shoppable videos, which pause and take viewers to another screen 'this is the first time a film is uninterrupted by interacting with items you see.'
Looking to the future: A spokesman for Target said the company aims to be on top of 'the newest technology'
Adding that the company aims to be 'on top of or ahead or the newest technology.'
Falling for You will begin airing October 2, with subsequent episodes will debut on October 4 and October. 9. All of the products featured will be available until November 1.