Best Buy and Roku Partner for Season-Long Brand Integration in Idea House

With a brand integration in the brand-new original series Idea House: Mountain Modern on The Roku Channel, Roku and Best Buy are extending their long-standing collaboration.

The series, which features the husband-and-wife design/build duo of Jared and Amber Pfifer building a new home in the Rocky Mountains, is sponsored in large part by Best Buy.

This Old House, which Roku purchased last year as part of a comprehensive original content strategy, is the source of the series.

The head of ad revenue strategy at The Roku Channel, Katina Papas Wachter, told Adweek, "We looked at all of the tools that [This Old House] had in their toolset previously.

Along with the most recent episodes of the show, The Roku Brand Studio also produced four pieces of unique content for Best Buy that were featured on a branded content destination on The Roku Channel.

There are also 30-second cuts from the integrations that allow streaming users to purchase Best Buy products shown in the Idea House through interactive, shoppable overlays.

Best Buy was "clearly excited to showcase all of these different aspects of their business and of their store within the show," according to Wachter.

However, Best Buy was also "really agreeable" to making sure it came across as editorial content and that they were making it endemic to the show, and not super ad-heavy.