FYI, A+E Networks’ new cable network that “embraces an adventurous, personalized and non-prescriptive approach to peoples’ taste, space, look, story and more,” just announced a major partnership with Pinterest, a social platform that TV brands and advertisers have been trying to work with more closely as the company matures. The partnership will be for FYI’s new original series, “Were Moving In.” Here’s the description of the show:
No matter how long two people have known each other, the challenge of moving in together and designing their space will always be tricky. While it’s a universal experience, blending styles, tastes and needs can be a daunting task. Each episode of “We’re Moving In” (w.t.) will focus on new subjects – from newly married couples, to roommates, to blended families – in the throes of moving in together for the first time. Utilizing Pinterest for planning and as a source of inspiration for ideas, these newly housemates will make the “important” decisions like picking the perfect paint color to remodeling the kitchen, to deciding which couch stays and which one goes.
The network is working closely with the visual social network and “is among the first to integrate creative direction from Pinterest, and will offer audience engagement beyond the linear viewing experience.”
“Pinterest is a visual discovery tool people use to find the things they love and go do those things in real life,” said Everett Katigbak, Brand Manager of Pinterest in the announcement. “‘We’re Moving In’ is a creative look at people taking that mission offline, as well as a great example of how a network can integrate with Pinterest to drive inspiration and action. We’re excited to work with FYI to bring the collective power of Pinterest to television in an authentic and meaningful way.”
It’s great to see that this new network is not only using Pinterest for marketing but deeply integrating it into a concept of the show. Having just moved, the concept of the show and integration with Pinterest seems like the perfect match.