Billing it as the first “shoppable” Super Bowl halftime tilt, Delivery Agent said it will power a system that will pitch a range of special merchandise, including a “limited-edition” Katy Perry item, when the singer belts it out during the midway point of this Sunday's matchup between the New England Patriots and defending champ Seattle Seahawks.
Delivery Agent said its ShopTV platform will enable viewers to buy those products directly via connected Samsung TVs, LG TVs, “shop-enabled” tweets sent by its brand partners, and on mobile devices equipped with Shazam’s auto-content recognition app. Additionally, viewers will be able to snap up the merchandise during and after the game through the ShopTV t-commerce app on Roku devices.
Delivery Agent said Visa Checkout is the exclusive ShopTV payment provider for the promo, noting that the effort will be backed by a marketing campaign informing consumers that the limited edition products pitched during the halftime show will be available through a variety of means through Tuesday, Feb. 3 at 5:00 p.m. PT.
“Last year, we enabled the first shoppable commercial with H&M, launching the beginning of live in-advertising purchasing,” Mike Fitzsimmons, Delivery Agent’s CEO.said, in a statement. “This year, we are vastly expanding the shopping opportunities, making the most watched sporting event in the world a live shopping experience. Delivery Agent’s ShopTV technology, coupled with the rise in connected device penetration, will once again change the viewing experience, giving consumers the ability to engage and transact across multiple screens and platforms while they watch.”
“Samsung is excited to partner with Delivery Agent for the second consecutive year to offer our customers the unique ability to shop without leaving the live broadcast during the halftime show,” added Jason Han, director of planning and strategy for Samsung Smart TV.
Delivery Agent, which hooked up with PayPal in 2013 in order to streamline t-commerce purchases, also works with several programmers and MVPDs, including NBC, Fox, CBS, HBO, Showtime, Comcast, Cablevision Systems, AT&T, and Verizon.