Love Island – The reality show with six packs, sunscreen, artificial tans and pearl white teeth is back!
This story originally appeared on WIRED UK.
The series that returned to screens for a winter edition last Sunday was a huge success, crossed international borders and was mentioned in other shows, including Orange is the new black and euphoria .
But there is one aspect of the series' success that nobody is talking about – Love Island has revolutionized the television business with its money-making app.
The fashion-related audience of the show. Immediately after watching the episode, viewers can buy the clothes they saw on the screen. In 2018, Missguided's fashion partner Love Island recorded a 40 percent weekly jump in sales over the course of the series. The show's current partner, I Saw It First, said that sales of its clothing increased by 67 percent in summer 2019 compared to the previous year.
The app was developed by Monterosa from the UK, who has also worked on ITV's other fan companion apps for The X Factor Britain’s Got Talent I’m celebrity , and Red or Black as and on an app for Channel 4’s Million Pound Drop . The Love Island app was the company's biggest surprise win.
" Love Island was just about to become mainstream and we had started working with ITV Six or Seven Apps and we wanted to innovate and make them a little bit more valuable," said Tom McDonnell, CEO of Monterosa ,
After the 2017 series, McDonnell and his team spent the Christmas break brainstorming, which the company was able to use to improve the app. "We thought let's set up a shop there and people would spontaneously buy goods related to the show," he says. First he went to ITV with the idea of selling t-shirts with a slogan via the app, and admits that the lucrative water bottles were the idea of the network. "We thought we could sell a few things, but we're just doing it as an experiment to see what works," he adds.
It was an instant success. “We're a technology company, not e-commerce personalization experts, but three or four days after launch, we sold five times more than we thought all season. We said, 'Oh shit, I think we may not be anymore in stock & # 39; “, he recalls.
Since then, the e-commerce part of the app has been so successful that the broadcaster has repeatedly filled it with even more goods. In 2019, the water bottles were joined by cheap cell phone cases, personalized toiletry bags, baby cups, make-up and personalized cases. This year the broadcaster presented Polaroid sunglasses and a Love Island satin coat, which of course can be personalized with your name.
"The Love Island app has been successful thanks to a perfect combination of factors, including an ideal audience and the event culture of the fair that inspires you to view and schedule appointments," said Rebecca McGrath, Mintel's senior media analyst. "The worlds of reality TV and influencers are also closely interwoven, and reality TV stars act as emerging advertising figures, which makes brand partnerships a matter of course."
According to Mintel, one in ten fashion consumers in the UK sees reality as TV- Stars as a source of inspiration for fashion that rises to a quarter in the 16- to 24-year-old age group. McGrath adds that the winning format of the Love Island app may not work for every show, or indeed any other show that doesn't belong to the reality TV genre.