Shopping With The Good Wife Beats Going to The Mall


Curl up, watch your favorite TV show … and buy something

The age-old marketing tactic of product placement is fast achieving a new level of sophistication. It has moved from mere placement to “see it-want it-buy it” – and never miss a minute of your favorite show. This is simple-adaptive innovation at its best. It is the marrying of digital technology to what has been around for over a century. The earliest product mentions were in books (Jules Verne’s novel, Around the World in Eighty Days (1873), and then later in films like The Lost World (1925), in which a Corona Typewriter appeared. Today, there is seldom a leading lady or a CSI detective who isn’t on a brand name computer, parked next to a bottle of Absolut Vodka and wearing Oakley sunglasses. But now, it’s becoming more than placement.

Ever watch The Good Wife? Even if you don’t like the show, you have to admit the office furniture is to-die-for. And you can buy it. Well, not all of it, yet. But that sumptuous, leather chair in Will’s office … it’s yours for $1,995 (US). CBS, creator of The Good Wife, has gone into a licensing deal to feature furniture that’s available to buy. This isn’t completely new. Mad Men has a line of retro-furniture available for purchase. And apparently NBC will be featuring products for purchase on their hit, Downtown Abbey. But what will be new–coming soon to a show in your living room–is the breakthrough disruptive innovation that all this incremental innovation leads to: The day viewers will be able to click and buy directly from the TV show.

What could be more conducive to shopping and fulfilling customers’ insatiable thirst for instant gratification then the combination of their favorite show, beautifully replete with their favorite products, and available with a pause and a click?

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