Oxygen Media has inked a deal with StyleQ, Inc. to customize looks for four of the characters in the Bad Girls Club Miami reunion special that will enable viewers, via Facebook, to purchase the products the women are wearing on the Nov. 16 show.
The partnership, brokered by Jennifer Turner, vice president, licensing and strategic partnerships, Bravo Media and Oxygen Media with the entertainment-based retailer, represents the women's-targeted network's first full integration combining commerce and social media, as well StyleQ's initial entry in operating a television show-branded boutique on Facebook.
In preparation for the Bad Girls Club Miami reunion special, the company styled four women with different custom looks based on their characters. While watching the reunion episode, fans can visit the Bad Girls Club Facebook page to purchase the apparel, footwear, and beauty products they are seeing on-air. A branded Facebook store, "Shop the Look: BGC Boutique," within the "Bad Girls Club" Facebook page will go live simultaneously on Nov. 16, with the airing of part one of the reunion special at 9 p.m. Additionally, fans can see bonus material, including instructional and how-to video vignettes showcasing the styling sessions along with exclusive behind-the-scenes footage of the show.
"We know our viewers want to share their viewing experience with their friends while they watch," said Jane Olson, senior vice president, marketing and brand strategy, Oxygen Media, in a statement. "This innovative partnership injects another of their passions - shopping - into the conversation and makes it a sharable experience, too."
Noted StyleQ president Ivan Brown: "Our partnership with Oxygen is an innovative and timely collaboration. StyleQ is so excited to create a lively, interactive merchandising environment on the ‘Bad Girls Club' Facebook fan page, giving fans the opportunity to purchase the same items worn by their favorite Bad Girls Club cast members while the show airs, and rotating in new looks inspired by the characters over the coming months."
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