NBCUniversal’s Peacock network joined with key lifestyle advertisers to bring the experience of its “Love Island” reality show to its fandom.
The network took over Rockefeller Center Plaza for The Villa at 30 Rock, an activation featuring a number of the show’s signatures and highlighting L’Oreal’s Maybelline and Cerave beauty and skin care brands, and other advertisers.
Visitors could play a claw arcade game featuring prizes of Cerave products, get a foundation color match and makeup by Maybelline and pose for pictures showing off their new shades, then stop at a drink station for a sip of Punch Pop, a limited-edition poppi flavor in “Love Island”-themed cans. They could also reproduce the show’s bombshell entrances on a personalized video or get customized bag charms with phrases inspired by the show, like “bombshell.”
This isn’t the first time NBCU has launched a real-world experience to support Love Island and brought brands along, noted Kim Francella, senior vice president, brand partnerships, NBCUniversal Advertising & Partnerships. The show previewed its past season in Fiji with a pop-up experience that traveled to three cities, offering fans a chance to audition for the current season’s cast.
“We’re constantly reimagining what brand partnerships at live events can look like: integrated, playful, and authentic to the content,” said Francella. “The Villa at Rockefeller Center is a continuation of that momentum, and a reflection of how we continue to push the boundaries of what’s possible at every touchpoint of the fan experience.”
During the activation, a number of NBCU reality TV stars made appearances, posing for pictures and meeting fans. The social media amplification was useful, but not the only goal of the event, said Sari Feinberg, senior vice president, development, NBCUniversal Advertising & Partnerships.
“This experience extends the brand story beyond the Villa and into the real world in a way that feels native to the show,” said Feinberg. The engagement translates to measurable brand impact, she said, noting
last season, integrated partnerships delivered a +643% total lift in brand memorability versus media exposure alone “and experiential is a key part of deepening that effect. It’s all about delivering for the fans.”
For the brands participating, the activation offered an opportunity to keep expanding their connection with a cultural phenomenon. Maybelline sees the sponsorship as more than an advertising execution, but a way to connect with key consumer groups in a meaningful way, said Yasmin Dastmalchi, president of Maybelline New York.
“Ultimately, it’s about extending the energy of the villa beyond the screen and giving fans more ways to engage with both the show and the brand,” she said. Maybelline has been a sponsor of the Love Island app, and its products have been integrated into the show, she noted. “ Our approach has evolved from standalone in-show moments to an always-on presence that spans the full fan journey,” she said. The insights from the partnership have helped inform the brand’s approach to commerce, to create a smoother patch to purchase, she said.
“This partnership allows us to reinforce Maybelline’s role in accessible, trend-driven beauty by connecting with audiences at a moment when discovery and conversation are already happening at scale, while strengthening the brand’s connection to consumers through culture,” said Dastmalchi.
CeraVe also saw the activation as a natural extension of its work with the show, in which skincare is a recurring theme among the islanders, noted Jasteena Gill, senior vice president, head of marketing, CeraVe US.
“We saw an opportunity to participate in a cultural moment where skincare routines were a key part of the experience and what people were buzzing about,” said Gill. “We saw an opportunity to participate in a cultural moment where skincare routines were a key part of the experience and what people were buzzing about.”
The Villa activation offers an additional opportunity to give fans the ability to experience a product that is all about touch and feel, said Gill. “The pop-up creates an environment where product discovery feels natural and connected to a cultural moment they’re already excited about,” she said.
The activation marks the show’s 8th season premiere. Peacock also hosted premiere screenings in theaters at 28 cities around the country which featured some of the branding messages from the Villa at 30 Rock.
NBCU sees the show as “a full-scale cultural ecosystem,” said Francella. She noted ad sales in the current seasons of “Love Island” and the companion show “Beyond The Villa” are already pacing up 73% over the previous season.
“That kind of momentum tells us that brands and fans alike want more touchpoints, more ways to engage, more ways to be part of this franchise,” she said.
