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Brief Published: 14 Jan 2014

H&M’s Shoppable Super-Bowl Ads


Swedish fashion chain H&M will be the first to bring shoppable advertising technology to TV during the telecast of the annual Super Bowl game on Fox on February 2 2014.

As one of the biggest TV advertising events of the year, brands traditionally go all-out to hook the attention of its hundreds of millions of viewers (2013’s event brought in 108.7 million). This move by H&M will be a technological first and will see fans making purchases directly through their TV remote controls – capitalising on both the novelty feel of the technology and impulse buying decisions.

The brand’s collaborative line of bodywear with British football star David Beckham will be the focus of the ad – appealing to the predominantly male viewership. 

Unfortunately only those viewing the advert through 2012-13 versions of Samsung’s internet-connected TVs will be able to shop the ad, as the functionality is only compatible with this type of smart TV set.

The technology comes from California-based TV-commerce company Delivery Agent, which demonstrated the technology at this year’s International Consumer Electronics Show in Las Vegas. Keep an eye out for our full coverage of the event, publishing next week.

Although a recent study by advertising research group Communicus suggests that Super Bowl advertising is largely ineffective in building purchase or brand interest, we expect the instantaneousness of the technology to drive consumer engagement. For more on shoppable content, see the Anywhere Retailing Industry Trend and its more targeted Shoppable Content: Entertainment report. For a look at how another brand plans to make TV advertising more engaging, see Sony Patents Gamified Ads