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17/06/2013 by

TV Series Suits Sends Birchbox Boxes To Subscribers

USA Network taps subscription commerce company Birchbox, sending subscribers a themed box to promote TV series Suits. Is this connected TV?

TV Series Suits Sends Birchbox Boxes To Subscribers

Call it sub commerce, connected TV or just smart CRM? Addressable and Social TV are leading the revolution of the medium television.

Now it is starting to look like some of the TV networks are not only broadcasting their content.

They are pulling their audiences gently through their funnels towards preference, loyalty and advocacy.

TV Series Suits & Birchbox

The men’s boxes will include GO247 shampoo and conditioner, Balla Powder and Lucky Tiger Lip Balm and other products. There will also be Suits boxes for women.

TV Series Suits Sends Birchbox Boxes To Subscribers

The boxes will arrive in July in connection with the return of my favorite TV show Suits; starring Patrick J. Adams as Mike Ross and Gabriel Macht as Harvey Specter.

But the deal is also meant to help USA Network to promote Birchbox, which sends subscribers monthly boxes of beauty, grooming and lifestyle samples.

So USA Network will promote a Birchbox Man sweepstakes offering winners a year’s worth of products. Other elements will include other contests, social media and video content such as interviews with the cast of the show.

Birchbox and its smart TV integrations

This is the second TV integration already for subscription commerce firm for Birchbox. See this crisp but clear video about Birchbox:

Last year they sent out a box of beauty products meant to promote The CW’s Gossip Girl. It has also worked with Teen Vogue, Cosmopolitan, Women’s Health and Gwyneth Paltrow’s website Goop.

“We always had a vision Birchbox could work with media companies,” said Katia Beauchamp, co-founder of Birchbox. “TV shows are a great fit because it allows us to compile themed boxes people can relate to and characters they know. It also brings a tangible experience to TV, which typically doesn’t have one.”

For Birchbox, which was founded in 2010, it’s also part of an increased focus on boxes with entertainment themes.

Ms. Beauchamp said Birchbox would welcome other TV partnerships and is interested in expanding into other categories such as movies.

Birchbox is a smart, streamlined, and fun way to discover high-end beauty, grooming, and lifestyle products.

For $10 a month, members receive a box filled with high-end beauty and lifestyle samples that have been tailored to their beauty profile

Read all about the Power of Subscription Commerce here on ViralBlog.

Addressable TV & Subcom: Power of the Box?

Both addressable TV and sub commerce are fuelled by a box. Why TV and subcom are happily married? Check out the power of Tv 2.0 and T-commerce here:

One-way communication and TV ran the show for about 60 years. We welcome CMOs to the re-evolution of the medium Television.

Will Addressable TV finally make TV the accountable marketing medium?

My Opinion?
I am certainly getting the power of sub commerce. It makes companies almost as predictable as

What’s the economic value of one relationship? Well, Birchbox and other subcom companies can provide you the answer is a split second.

TV networks however cared about reach, not relations. But they finally seem to get that it’s about ecosystems, not egosystems.

Pandora’s Box was opened by out of the box thinking.

Well done, non-linear minds.

What About You?
How do you rate the approach of USA Network? Share your opinion in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairmain at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 2 agencies (sold to WPP) and Global Chief Social Officer at Mindshare. Now he is ‘freejack’ consultant and still a sought after keynote speaker.

Source: AdAge and ViralBlog.


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