Channel 5 signs up online retailer as Big Brother partner

Editor | 05-01-2013

As fading and would-be celebrities battle for the limelight in the latest UK edition of the reality show Celebrity Big Brother, broadcaster Channel 5 and Carat have brought in UK online retailer to boost monetisation options.

In a deal running across Celebrity Big Brother and the summer 2013 Big Brother, will supply selected products for the house including home and electrical goods as well as branded goods used by the celebrity (sic) housemates.

Yet the key element of the sponsorship is a 'click to buy' page hosted on and, which will offer users the opportunity to buy products as seen in the Big Brother house. The offering will include editorial integration, whereby housemates will be set a task that will involve interacting with products.

“The partnership has been designed to deliver maximum impact for through product placement, click-to-buy technology on and the incorporation of into Big Brother’s infamous tasks,” explained Rachel Gibbs-McNeil, Sponsorship Associate Director of ad agency Carat. “We have utilised the expanse of Northern and Shell’s Big Brother platform and created a carefully targeted campaign reaching’s core audience in a unique way.”

“We were delighted with the results of our partnership with Big Brother in 2012. And with an even greater level of cross-channel integration, coupled with a unique focus on our product range, this new campaign looks set to deliver even greater ROI for the business,” added Jon Owen, Director.

Mark Curtis, Chief Client Officer of service design consultancy Fjord, added: “The collaboration between Channel 5 and to sell products via Celebrity Big Brother is just a taste of where retail needs to go in the future to create a more holistic and immersive customer experience.”