SBD/January 6, 2014/Marketing and Sponsorship

H&M Super Bowl Ad To Feature "T-Commerce" Technology, Allowing For Remote Purchasing

H&M's Super Bowl ad for Beckham's line will run during the second quarter
Clothing retailer H&M announced that it is returning to the Super Bowl with a new David Beckham Bodywear campaign. The company will unveil a 30-second Beckham TV spot during the second quarter of the game featuring new technology allowing viewers with select Samsung Smart TVs to buy pieces from the collection instantly during the Super Bowl through the t-commerce platform. The brand also will run a giveaway via Facebook and in-store starting today (H&M). AD AGE's Jeanine Poggi notes the H&M ad is the Super Bowl's "first commercial that's enabled for 't-commerce' -- e-commerce through your living room TV." Ad-tech company Delivery Agent said that the interactivity "doesn't take viewers out of the regular broadcast stream," as a small part of the screen will "present a pop-up menu while the ad runs on the larger part of the screen." The ad will "still be interactive and shoppable for consumers who rewind to it using their DVRs." The H&M campaign is the first in which Delivery Agent will "deliver shoppable content through a smart TV rather than cable or satellite set-top boxes." Poggi: "It remains to be seen how many Super Bowl viewers will want to divert their focus even briefly to on-screen shopping" (ADAGE.com, 1/6).

BEAT BOX: In N.Y., Claire Atkinson cites sources as saying that Beats Music is "about to make some noise" by "unleashing a huge marketing campaign aimed at squashing Spotify." Sources said that a host of Super Bowl spots featuring new artists are "at the center of [the] Beats offensive." Sources said that Beats also is "making big ad buys in other media" (N.Y. POST, 1/6).

TRENDING TROPES: USA TODAY's Bruce Horovitz notes as the price of Super Bowl ad time "continues to escalate, advertisers continue to seek new ways -- and new reasons -- to stand out or even surprise." There will as usual be "lots of celebrities in Super Bowl ads, but more will be first-timers." Actor Laurence Fishburne of the '99 sci-fi film "The Matrix" will appear in "a humorous twist on the cult classic in a Kia ad showcasing its new K900 luxury sedan." Wonderful Pistachios has "dropped YouTube phenom Psy, and will feature funny man Stephen Colbert in two 15-second Super Bowl commercials." Meanwhile, there will "be a tad less junk food and a few more better-for-you food ads in the Big Game," as Wonderful Pistachios and yogurt brands Dannon and Chobani "will go toe-to-toe with spots" (USA TODAY, 1/6).
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