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Dream Home partners with Pinterest

Why property shows are a rich opportunity for sponsorship, tech and marketing.

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The value of property shows for networks is underlined with new tech and marketing opportunities, on top of embedded sponsorship, announced by Seven’s Dream Home.

In an Australian first Seven has partnered with Pinterest for the room reveals in the new series.

The partnership will allow viewers and Pinterest users to explore the room reveals, curate their own “dream homes” online and buy products from key program sponsors. After each episode, the room reveals will be dropped into boards on Pinterest, with viewers able to look through and save inspiration for their own home renovation.

Pinterest is also launching a competition, Pinterest’s Dream Home Curation Challenge, where viewers can curate their own dream home by mixing and matching their favourite designs and products from the show on Pinterest. Each board on Pinterest will be judged and the winners will receive a prize including a ‘lifetime of savings’ (big call!) from Three Birds Renovations.

Seven West Media Chief Marketing and Audience Officer, Mel Hopkins, said: “We are really excited about and proud of this unique partnership with Pinterest, which will have huge benefits for viewers and sponsors.

“Seven and Pinterest recognised a desire among viewers to lean into key moments in Dream Home and have their say. This partnership provides a new and compelling way for people to connect with a program.

“At the same time, this integration closes the loop with the cross-screen experience in a contextually relevant way where people can engage, curate and shop directly with Dream Home,” she said.

Pinterest Managing Director Australia and New Zealand, Melinda Petrunoff, said: “We are thrilled to be partnering with Seven in a way that Pinterest has never done before.

“Aussies love searching for and pinning their favourite ideas for home renovations and now Dream Home viewers will have the opportunity to engage with the show in a way that naturally complements their viewing experience. Not only can they explore the dream homes on Pinterest, but they can also take action and purchase items they love for their own home.”

Dream Home also incorporates 7CIC, new shoppable, in-content premium ad product on 7plus via LG.

A “shop now” button appears and invites viewers to use their remote to open a full screen ad with brand messaging and QR code to direct people to the client’s website.

Christopher Fifer, National Head of Program Partnerships, 7RED, said: “As viewing habits constantly change, an all-screens approach for our partners is ideal to deliver greater reach for their brand campaigns.

“We are thrilled to have LG extend their association with Dream Home and partner with us for the launch of 7CIC on 7plus.

“LG is integrated throughout the program, and viewers will be able to immediately shop the LG suite of products. Thanks to 7CIC, Dream Home will drive qualified 7plus users to LG’s shoppable destination, while at the same time creating a deeper brand affinity with LG. Our shared audience receive a greater content experience, as the content will pause while they shop,” he said.

2 Responses

  1. From the promos I gather they are demolishing perfectly livable homes to build McMansions for working couples, tradies, to be the ‘stack of boxes’ in an established street. One promo features toys and clothes littering the floor. How long before the new house is like that? A week? How long does it normally take to get all of the Council approvals, demolish and clear, build, get all the OKs to occupy? How were the couples selected? Doesn’t seem to have any ‘hard luck’ appeal like the old show they’re copying. The show will be full of product placements and ‘advertorialism’. Chris Brown overkill, with DWTS to follow, then ? A big ‘not watching’ from our house.

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