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H&M Unveils Remote Control Shopping for Super Bowl

8 Jan, 2014 By: Doug McPherson

STOCKHOLM – Apparel giant H&M says Super Bowl XLVIII viewers using some Samsung smart TVs will be able to use their remote controls during the game’s second quarter to buy clothing in David Beckham's Bodywear line, AdAge reports.

H&M and Delivery Agent, the ad tech company supporting the commerce function, say the interactivity will not take viewers/shoppers out of the broadcast stream. While the ad runs, a small pop-up menu will offer product information and the ability to buy products directly. The ad will still work for consumers who rewind to it using DVRs.

H&M’s campaign also includes a T-commerce boutique on Delivery Agent's ShopTV app, also accessible on some Samsung smart TVs, as well as ShopTV on Web, mobile and tablet devices.

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.

eMarketer predicted last year that 22.6 million U.S. households (18.8 percent of total U.S. households) would have a smart TV by the end of 2013, and they are again a focus at this week's Consumer Electronics Show in Las Vegas, where Delivery Agent described its H&M effort on Monday.

Analysts say it remains to be seen how many Super Bowl viewers will want to divert their focus even briefly to on-screen shopping.

AdAge says Delivery Agent is expected to go public in 2014 and is backed by Samsung, Intel and Liberty Global, among others. Delivery Agent has previously worked with broadcast and cable networks to allow viewers to buy products from shows like Bravo's "Real Housewives of New Jersey," Fox's "Glee" and HBO's "Game of Thrones."

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