Katy Perry and multi-channel shopping experience fans are in a for a treat during the half-time show this weekend at the Super Bowl.
For the little show in the middle of the greatest show on turf, Pepsi, ad-tech company Delivery Agent and Visa are combining efforts to present the "Hyped for Halftime" show shoppable through several platforms.
One of these platforms is Twitter's new buy button. Pepsi and ShopTV will tweet links that make it possible to purchase performance related merchandise. Clicking said links will give Twitter users a chance to enter their shipping information and buy products straight from the social site.
Samsung and Roku connected TVs will also have a chance to get in on the action by the using ShopTV app from a remote control to make purchases from the branded product selection. After entering their phone number, consumers will receive a text with a link to merchandise that they can browse.
Visa is making the payments part of all this work, as users can then finish their transactions via Visa Checkout. The Super Bowl will act as a very public coming out party for Visa Checkout, which is part of a digital payments package on which Visa is increasingly focused.
“Last year, we enabled the first shoppable commercial with H&M, launching the beginning of live in-advertising purchasing. This year, we are vastly expanding the shopping opportunities, making the most watched sporting event in the world a live shopping experience,” said Mike Fitzsimmons, Delivery Agent CEO. “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.”
The Half-Time show will be one of many places retailers will be employing various digital promotions to keep viewers entirely engaged in the ads they are watching, which makes sense given that advertisers are paying $4.5 million for every 30 seconds of ad time. Still, some have expressed concerns that the new multi-channel promotion for this year's Katy Perry performance may require too many discreet actions from users to be really effective in bringing home conversions.
The retail platform will stay up until Feb. 3.