You may remember Google launched a series of shoppable Hangouts on Air with brands like Diane von Furstenberg, Rag & Bone and others late last year. Now, it’s introducing an app called Showcase, which will enable anyone to incorporate content alongside their live broadcast, including links to websites, merchandise, YouTube videos and more. All of it will appear in a panel on the right hand side of the Hangout.
Victoria’s Secret is set to be among the first, with a Hangout on Air planned for July 29 in celebration of its 2014 What is Sexy List. The broadcast will see Angel Lily Aldridge, PopSugar celebrity editor Britt Stephens, and a series of special guests chatting about street style, beauty and fitness – all made shoppable through the Showcase app.
The cast of Dawn of the Planet of the Apes already used the app to link to things like exclusive footage and cinema tickets, as did Birchbox, as pictured below. The hope for retailers is that it will open possibilities to drive traffic to product.