Super Bowl 2015: Shoppable Halftime
Playing to growing expectations of real-time shoppable content, this year’s Super Bowl included the first ever shoppable halftime show in the game’s 49-year history. A range of limited edition products related to the halftime musical performance could be purchased by viewers at home.
US-based TV commerce company Delivery Agent partnered with Super Bowl sponsors Pepsi and Visa to sell exclusive apparel and accessories featuring headlining pop star Katy Perry via social and internet channels including Twitter, YouTube and Shazam. They could also be purchased through internet-connected TV devices from American digital media products manufacturer Roku, and Korean electronics brands Samsung and LG.
Most of these services routed viewer-consumers to Delivery Agent’s ShopTV e-commerce platform – a website with links to purchase. However, items on Twitter could be purchased directly from tweets through its new ‘Buy Now’ feature. Adding an element of time pressure to heighten the thrill of the experience, all exclusive products are only available until February 3.
The large range of devices and platforms from which to buy presented a significant uptick in the range and reach of shoppable ads compared to 2014’s event. Viewers on all internet-enabled TVs had the option of quickly clicking from ads through to the ShopTV website to find links to third-party retailers, enabling them to purchase everything from Victoria’s Secret underwear to BMW i3s, in addition to exclusive Katy Perry merchandise.
Last year’s sole shoppable experience came via Swedish fast-fashion retailer H&M. It partnered with Delivery Agent to allow viewers using Samsung Smart TVs to purchase items from its David Beckham Bodywear collection (see H&M’s Shoppable Super-Bowl Ads).
For more on the value of allowing viewer-consumers to buy the moment inspiration hits, see Shoppable Content: Entertainment in our Anywhere Retailing Industry Trend, and Real-Time Red Carpet E-Commerce.