- In honor of tonight’s season six Love Island reunion, Instacart has created a curated cart that features snacks and products that will enable fans to have the same Villa vibes at home that they are watching on screen.
- The Love Island-themed cart follows the success the two brands found in creating a shoppable experience for “The Valley,” which followed the show’s theme of cast members trading nightclubs for backyard barbecues.
- In November 2023, Instacart+ added Peacock as its first-ever streaming partner, offering consumers access to the streaming network when they signed up for the shopping service’s membership platform.
The Love Island cart will be promoted through Instacart and Peacock’s social networks, as well as on Love Island’s season 6 landing page. In addition, Love Island contestants and influential superfans received the items in the cart before the reunion to provide more organic social media promotion.
“Working with production, we thought through items that were authentic to the show and what the cast would have, and then worked with Instacart to choose items that are popular with their consumers,” said Annie Luo, EVP of Global Partnerships and Strategic Development at Peacock. She said snacks from the cart can be delivered within 30 minutes, so fans won’t miss out on having them for the reunion.
The Instacart partnership is part of a larger strategy NBCUniversal is using to engage brand partners to make stronger connections with consumers and fans of its popular programming. For the sixth season of Love Island, Peacock also partnered with Spotify to give fans direct access to the show’s “Official Playlist.” To access the playlist, a QR code appeared in-show during certain musical cues.
“Working with partners like Instacart and Spotify allows us to do two things: one, generate additional opportunities for fans of our shows to interact with the content, in unique and fun ways that extend beyond viewing. Second, these partnerships allow us to promote Peacock to Instacart and Spotify customers in a way that isn’t just a traditional ad,” Luo said.
