Amazon’s latest plan to combine commerce and entertainment, emphasis on commerce, is Overhaul, a home makeover series following YouTubers redesigning their homes.
The e-commerce leviathan has teamed with web/video/ad company Kin Community, on the six-episode show, hosted and co-produced by Christiane Lemieux, founder of DwellStudio. Overhaul will live on a special hub on Amazon.com, where it’s easy to click and buy products featured on the show and furniture sold by Lemieux’s companies.
“The goal with this show is to both inspire and entertain,” said Kin Community CEO Michael Wayne. “It’s unique in that it combines the power of Kin’s creator community, the award-winning quality of our production studio and commerce.”
MT @SandraSays: Amazon taps YouTube stars for 'Overhaul,' home makeover show – https://t.co/8CqvEre3G9
— Going Social Houston (@goingsocialhou) August 2, 2017
The new show premieres in September, and the first two episodes feature YouTube baking star Rosanna Pansino and beauty blogger Teni Panosian.
Panosian’s episode will feature a DIY project from one of her videos from May.
Kristiana Helmick, director of home innovation at Amazon, said the idea was inspired by Amazon’s ongoing retail partnership with Lemieux.
“Amazon Home is constantly looking to innovate and find ways to bring our customers inspiration when searching for products,” said Helmick. “The Overhaul series is a great opportunity to provide our customers with some curation and guidance when searching through our large selection of products and we continue to look for new and different ways to do that […] This is the first time Amazon has had a co-branded storefront tied to a video series.”
Overhaul is as much a storefront as it is a show–further blurring the lines between entertainment and commerce.
#Amazon to launch Overhaul, a home makeover show w/ YouTube stars & items you can buy on—wait for it—Amazon. https://t.co/QPgtwtLG6g
— sparksandhoney (@sparksandhoney) August 1, 2017
As The Verge notes, “Even as Amazon continues to focus on making and buying prestige original series and movies, it’s still an e-commerce platform at heart.”
“As the company becomes more of a powerhouse streaming service, its viewers will provide a useful captive audience to companies trying to sell things.”
Amazon has proven its mettle at producing and distributing television shows like Transparent and The Man in the High Castle to sell Amazon Prime subscriptions. But the Overhaul model, if successful, portends a new wave of shows selling stuff under the guise of entertainment.
Amazon continues to redefine what a brand in today’s omnichannel, always-on digital world can be.
The post “Overhaul” is Amazon’s Latest Show—and Storefront appeared first on brandchannel:.
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