January 6th, 2014
H&M Super Bowl Ad Lets You Buy Beckham Bodywear by Remote Control
By Jeanine Poggi
H&M plans to air a 30-second spot during the second quarter of Super Bowl XLVIII that will let viewers with certain Samsung smart TVs use their remote controls to engage with the commercial and buy products from David Beckham’s Bodywear line, according to H&M and Delivery Agent, the ad tech company supporting the commerce function. The interactivity doesn’t take viewers out of the regular broadcast stream, Delivery Agent said.
A small part of the screen will present a pop-up menu while the ad runs on the larger part of the screen, according to the company. The pop-up menu will offer product information, the ability to send that info to another device and the option to buy the product directly. The ad will still be interactive and shoppable for consumers who rewind to it using their DVRs. Aside from the Super Bowl spot, H&M’s campaign includes a t-commerce boutique on Delivery Agent’s ShopTV app, which is accessible on some Samsung smart TVs, as well as ShopTV on web, mobile and tablet devices.