Peacock Enhances the Fan Experience for Love Island USA Season 5 Through Key Marketing Partnerships & Integrations
July 31, 2023
Show Welcomes Spotify and Tinder to the Villa for In-Show and Digital Integrations, Experiential Events
Google Pixel Named Exclusive Technology Partner, Brings Social and Digital Interactivity to Heart Rate Challenge
Peacock, NBCUniversal’s streaming service and home of Love Island USA, announced co-promotional marketing partnerships & integrations with Google Pixel, Spotify, and Tinder to enhance fan engagement with the show’s fifth season which premiered July 18. Love Island USA fans will see Peacock’s partnerships with Google Pixel and Spotify come to life both on-screen and off with digital and social activations. In addition, Google Pixel will be this season’s exclusive technology partner, providing key information to the contestants during pivotal moments throughout the show. Tinder is a part of the Love Island USA Villa Pop-ups which happened in Austin on July 22 and will be in Nashville on July 29. In addition, Google Pixel
“Partnering with Google Pixel, Spotify and Tinder allows us to super serve the passionate Love Island USA audience with even more engaging moments that are brought to life in ways that only our partners can offer,” said Lindsay Vogelman, Vice President, Enterprise and Marketing Partnerships, Peacock. “From interactive in-show experiences to playlists and in person activations, we are making it easy for Love Island USA fans to engage with the show more deeply both in the moment and outside of viewing.”
Together with Google Pixel, Love Island USA is making this season’s Heart Rate Challenge interactive. During this episode fans of Love Island will be able track their heart rate with their Google Pixel Watch along with the Islanders and learn about the interactive heart rate challenge through social activations, including IG Lives with past islanders and Love Island super fans who will see which Islander gets their heart rate up in real time while the episode airs.
“When brands come to NBCUniversal, we want to provide them opportunities across the portfolio to amplify their reach and impact in creative, meaningful ways,” said Peter Blacker, Executive Vice President, Streaming & Data Products and Head of Diversity, Equity & Inclusion, Global Advertising and Partnerships, NBCUniversal. “In collaboration with our marketing team, we were able to seamlessly integrate the Google Pixel into the new season of Love Island USA as the exclusive technology partner for the show, while also creating a 360-degree campaign that unlocked digital, social and in-show integrations – reaching consumers across all screens.”
Peacock will couple up with Spotify by providing fans direct access to Love Island USA’s music through a QR code and in-show shout outs driving to the Official Love Island USA Playlist. The QR code will appear throughout the season, tapping into Love Island viewers' love of music. Additionally, upon departure from the island, Peacock and Spotify will share exclusive content of Islanders talking about their favorite summer songs and music moments from the show.
Love Island USA fans can find Tinder at the Love Island USA Villa Pop-Up in Nashville on July 29 and previously in the Austin pop-up on July 22. The interactive photo opportunity leans into Tinder’s recent ‘It Starts with a Swipe” campaign. This activation is part of the broader partnership between Peacock and Match Group announced in June that brings the companies together for opportunities that leverage Peacock original programming and Match Group’s user base to connect passionate audiences.
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