Dive Brief:

• TBS comedy Cougar Town is featuring some products that can be found at Target on its show, and viewers can grab the products at ShopCougarTown.com in real time.

• A flashing red symbol appears near the available object during the show— a pillow or lamp shade on recent episodes. Clicking on the symbol takes you to a screen that immediately allows you to see the product and the price, and to put it in your Target shopping cart.

• After each episode’s airing, full versions remain on the web at TBS.com/shows/cougartown/target.

Dive Insight:

This exploration into t-commerce is on a much bigger scale than H&M’s Super Bowl ad this year. That difference may be partly why this first valiant attempt is a bit awkward. The show also integrates mini-subplots that include conversations about shopping at Target and features recognizable Target bags. It’s a little forced, but the novelty is probably worth the effort. Target is taking t-commerce up a notch, and it (and others) can certainly continue to work on things to improve the whole process. Still, it remains to be seen how many people really want to interrupt their favorite shows to buy a lampshade.