Target has turned all Cougar Town episodes into one large commercial. Customers can go straight to the Target web shop if they are watching an episode at home on their computer.
Next generation of product placement
Whenever a Cougar Town episode is shown on television, you can also watch that same episode at ShopCougarTown.com and you will notice large red rectangles around products you can immediately buy at Target. If you click such a rectangle, it will link to the Target.com product page.
The concept is considered to be the next step in product placement, which is a way for companies to get additional airtime for their products, outside of a commercial.
WireWAX, the company that has already created shoppable clips for brands like Nike and L'Oréal, has created the concept.