wireWAX, which tags up online video with product tags so that users can buy starlight from the video, has signed a distribution deal with major US network TBS to launch a ‘shoppable’ episode of the hit comedy series, Cougar Town. The startup has raised undisclosed finance from London’s Passion Capital. This is tbs’s first use of wireWAX technology.
The characters in the episode attempt to decorate an apartment brands which Target holds in stock. Viewers are able to click or touch items of interest and purchase directly from Target.com from wireWAX’s tags inside the video. This sort of thing has admittedly been done before, but it shows that this startup has been gaining traction from humble beginnings in the UK, when I saw it pitch some years ago at a coworking space in London’s Shoreditch.
The platform has been offering shoppable video to the masses with brands like Nike, GE, NFL, Coach, and L’Oréal Paris USA.