Fans of the Super Bowl and pop sensation Katy Perry will be able to buy items promoted by the singer during her half-time show performance on February 1.
Live viewers with a mobile device connected to Twitter or those watching via internet-connected TVs will be able to purchase items at the same time as watching Sunday’s game – tipped to be the most viewed television event in the US – thanks to interactive commerce provider Delivery Agent.
Fans will be able to tap a “buy” button either with their remote control or mobile device to purchase items marketed by Perry during the highly anticipated game between the New England Patriots and defending champions Seattle Seahawks.
Enabled by Twitter’s “Buy Now” feature and pitched as the first “shoppable” Super Bowl half-time show, the performance will feature four limited-edition Katy Perry products.
“A game-changer”
Delivery Agent debuted a similar program at last year’s Super Bowl, enabling viewers to buy H&M’s David Beckham underwear range, which the San Francisco-based company CEO Mike Fitzsimmons dubbed “a game-changer” for the advertising industry.
H&M utilised Delivery Agent’s t-commerce platform shop-enabled its Super Bowl ad featuring Beckham during the Seattle Seahawks’ victory over the Denver Broncos.
The shopability of this advert was limited, however, as it was only available to Samsung Smart TV owners. Katy Perry’s half-time show ups the ante on last year’s ad efforts and opens up the possibility of considerably more traffic and conversions.
The exclusive Perry products, produced and promoted in collaborations with Universal Music Group and half-time show sponsor Pepsi, will be available through Tuesday, Feb. 3, at 5:00 pm pacific time, or until stocks last.
Delivery Agent uses proprietary technology which enables viewers to engage with and purchase from advertisements and television shows through web, mobile, and advanced television applications, working with a range of brands including FOX, CBS, HBO, Pepsi, Visa and Samsung.