Combine the Super Bowl, Katy Perry, Twitter and shopping, and, these days, there’s something to please just about everyone.
Delivery Agent Inc. is the common denominator between these parties—the TV commerce technology vendor operates the e-commerce site of Katy Perry, who is performing at the Pepsi Super Bowl XLIX Halftime Show on Sunday Feb. 1.
Delivery Agent CEO Mike Fitzsimmons introduced some of the company’s smart TV manufacturer clients to Perry. And now Samsung, Roku and LG have preloaded Delivery Agent’s TV commerce mobile app on their devices, and the halftime show will be open for business.
While Perry is performing, consumers with a web-connected Samsung, Roku or LG smart TV, which Fitzsimmons says totals 25 million devices, will be prompted onscreen to buy Katy Perry merchandise.
The shopping process will be different for consumers depending on the particular model of smart TV. A banner ad or a screen overlay will appear on the TV screen advertising what is for sale. Consumers can use their remote controls to click on the ad. Consumers can buy the items using their remotes or on their smartphones. If consumers already have a ShopTV account, they can checkout with one press of a button on their remotes since default credit card and shipping information is saved in their accounts. If they do not yet have a ShopTV account, consumers can input their credit card information with their remote to complete a purchase on a smart TV. Consumers can also input their mobile phone number with the remote to receive a link via text message that sends them to a checkout web page where they can buy the merchandise on their phones.
The halftime show will kick off the TV commerce campaign, which will run for 72 hours, during which the Super Bowl Katy Perry merchandise will be available. Fitzsimmons declined to reveal what the merchandise will be. Delivery Agent decided to extend the campaign beyond the 30-minute performance for consumers who are “too excited” during the show to shop, or for consumers who are watching the show with big groups.
In addition to the TV commerce campaign, consumers can also buy the exclusive Katy Perry merchandise via Twitter and Shazam. During the halftime show, Katy Perry’s Twitter account will Tweet with a “Buy” button to the merchandise. Twitter users can register their credit card on their Twitter account so when they hit “Buy” on a Tweet, an item will immediately be purchased. If the consumer doesn’t have a card registered, she will be taken to that page to first register a card and then checkout.
Since Katy Perry has 64 million Twitter followers, Fitzsimmons believes the Twitter portion of the campaign will have an impact reaching consumers. In previous Delivery Agent TV commerce campaigns when Twitter played a role, 30% of total orders were generated through Twitter, Fitzsimmons says. He was surprised that only 75% of those purchases were on a mobile device, as Twitter users are very mobile and TV campaigns usually trigger consumers to act while they are watching TV, where mobile devices are handier than desktop computers.
If consumers use the Shazam mobile app to find out the name of a song during the halftime performance, they will be prompted to purchase the Katy Perry merchandise.
And if pop divas and shopping don’t excite certain consumers, one of six mobile apps with Super Bowl tie-ins might be appealing. The Ibotta and My Bar apps help consumers throw a Super Bowl party. Victoria’s Secret’s Pink Nation mobile app is offering a special NFL collection for the big game. Consumers can research the talent with the Tom Brady (or Katy Perry) mobile apps;. And viewers can follow Super Bowl reactions of sports and pop culture celebrities in the Twitter mobile app.
Retail marketers may want to consider a digital marketing campaign surrounding the Super Bowl, contends Kenshoo, a global digital marketing software firm. The cost of a 30-second Super Bowl spot is $4.5 million; that same sum can get an advertiser 6.82 million search clicks at $0.66 each or 2.6 billion paid social impressions at $1.76 per thousand, Kenshoo reports.
On another front, pizza joints are readying for a surge in sales on game day, especially sales via mobile devices being used by hungry consumers sitting on the couch in front of the TV. 50% of Domino’s Pizza sales come from mobile apps, Domino’s reports. Domino’s has partnered with Samsung for the Super Bowl so consumers can track their Domino’s pizza orders on their Samsung smart TVs.
Follow mobile business journalist April Dahlquist, associate editor, mobile, at Internet Retailer, at @MobileInsiderAD.