Product placement is going to take on a whole new meaning this September: Amazon just announced it’s launching a home makeover show, called Overhaul, which will remodel the homes of famous YouTube stars.
According to Business Insider, the e-commerce behemoth has partnered with Kin Community, a web video production/ad company, to produce Overhaul — a six-episode show that will feature several YouTube stars having their home’s made over, hosted and co-produced by Christiane Lemieux.
Kristiana Helmick, director of home innovation at Amazon, told BI:
“Amazon Home is constantly looking to innovate and find ways to bring our customers inspiration when searching for products. 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.”
It’s really, at least to our knowledge, the first time anyone has tied a video series to a storefront in such a direct way. And if the show is successful at this attempts to blur entertainment and e-commerce, Overhaul could do for streaming TV what Lucky did for magazines: remove the line between editorial content and advertising entirely, creating the first “magalog” version of an episodic home show.
Premiering this September, the first two episodes of Overhaul feature YouTube baking star Rosanna Pansino and beauty blogger Teni Panosian. Each of the featured digital creators will produce videos showing their home after being made over, which will be distributed on their YouTube channels and other social platforms and will also drive people to Amazon to shop for featured products.
Is there any area of our lives, or home, that Amazon doesn’t plan to dominate? It doesn’t appear so — something that Mashable thinks should make Google and Facebook very nervous.