Social television is getting quite intimate. Retailer, H&M is going to utilize the Super Bowl as a springboard to launch their new collection of David Beckham Bodywear.
However this product launch allows you to actually participate. This just may indeed be the integration of advertising and social media that marketing execs have been looking for.
The ongoing debate about the ROI of social media could be answered on Super Bowl Sunday.
We’ve seen the benefits of social television in helping brands, showrunners and networks drive substantial interactive engagement, however it will be interesting to see if social television can drive immediate sales of a product advertised to a broadcast audience.
This could be the beginning of a new kind of direct response advertising. Perhaps we can call it “socialtailing“.
David Beckham and Guy Ritchie produced and filmed two Super Bowl commercials, The #Covered version, and what will sure to be the ladies favorite, the #Uncovered one.
Each spot has an obvious different ending. Viewers can vote for which ad they want to see during the Super Bowl. Not much of a chance of the “covered” variety winning this poll.
Now here comes the monetary payoff. Super Bowl viewers can also buy the underwear just by pressing a button on their TV remote during the commercial.
Bingo! Social media ROI delivered via social television. That and of course the biggest sporting event in the world, a half naked heartthrob and your smart television. Oh…and a valid credit card.
The future of shopping is social television. Told you that social media marketing is going to be all about entertainment and sports!
Here’s a preview of how the interaction between the commercial and the product sales will be integrated.
Here’s the full short film produced by Beckham and Ritchie.
To top things off in grand fashion, H&M is also hosting an experiential activation to ties this all together. The retailer is rolling out a whole fashion-meets-football initiative at their Times Square store leading up to game day, letting customers join a virtual field goal competition or walk a virtual runway accessorized with real life helmets, foam hands, and footballs. There are prizes to be won and Times Square Jumbotron appearances to be made.