This year’s Super Bowl, to be held in New Jersey, could be the coldest on record. But Swedish retailer H&M hopes to heat things up with an encore 30-second commercial featuring super hunk and retired soccer star David Beckham without a shirt. It will also allow some viewers to purchase items from the David Beckham Bodywear collection directly from the TV.
Say hello to “t-commerce,” a new technology that takes advantage of smart TVs. Thanks to digital commerce firm Delivery Agent, viewers can make purchases through a Shop TV commerce platform during the live broadcast. Currently, only viewers watching the ads on a Samsung Smart TV will be able to take advantage, but expect the technology to extend to other smart TV models soon.
In case you’re worried about your buddy interrupting the game to buy some boxers — don’t be. While the ad runs on the larger part of the screen, a pop-up menu will appear on a small part of the screen, with product information, the ability to send that info to another device and the option to buy the product directly.
And, if the game gets boring, the ad will still be interactive for consumers who rewind back to it using their DVRs.