October 1, 2012, 4:13 PM

Target romances shoppers with a movie

The retailer merges e-commerce and entertainment in a video series.

Lead Photo

Target Corp. tomorrow will debut the first episode of a three-part short film it produced that lets viewers click products they see in the film and have them added to their online shopping carts.

Calling it a “clever extension” of its fall marketing campaign, Target describes “Falling for You” as a romantic comedy that highlights its fall fashion, beauty and home products.

The 15-minute film—released in three, five-minute episodes over the next 10 days—features TV actors Kristen Bell, Nia Long and Zachary Abel. A video clip promoting the film says the actors portray Target employees as they plan the retailer’s fall style event.

Consumers can click while viewing the video at target.com/fallingforyou to add products to their Target.com shopping carts and check out after they finish watching. Clicking a product in the video does not interrupt or pause the viewing.

Target, which did not immediately return a request for comment, is No. 23 in Internet Retailer’s Top 500 Guide.

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