When Katy Perry performs at Sunday's Super Bowl halftime show, her nearly 64 million Twitter followers will keep social chatter soaring. And amid the spike in tweets, they'll be able to buy special merchandise from connected TVs, social media and mobile apps.
This year, Pepsi is working alongside ad-tech company Delivery Agent and Visa to make its "Hyped for Halftime" show shoppable through several platforms, one of which is Twitter's recently launched Buy Now button.
During halftime, Pepsi and ShopTV will send out tweets with links to buy merchandise related to the show. After clicking on the links, Twitter users then enter their shipping information and buy products straight from the social site.
The activation also works with Samsung and Roku connected TVs through an in-TV app dubbed ShopTV. During halftime, TV owners will be able to click through to the app from a remote control to check out a list of branded products. From there, consumers type in their phone number and receive a text message with links to the merchandise that they can shop from. To buy something, people can check out using Visa Checkout.
The activation also works through the Shazam app, which will use audio recognition to detect if someone is listening to the halftime spectacle and pull up the shopping experience.
The retail platform will stay up until Feb. 3.
Delivery Agent declined to name the products that the program will sell, but H&M used the same technology during last year's game to make its David Beckham campaign shoppable. With that effort, the TV commercial connected to a mobile app so that people could buy Beckham's clothes in real time.
With the record $4.5 million cost of a 30-second commercial this year, brands like Pepsi are pulling out plenty of digital tricks to make the most of their ads. Still, this campaign could have a tough time gaining traction since it requires a viewer to take multiple actions simultaneously in a short period of time.
That said, Twitter is the go-to social platform during live events, and targeted tweets could spark some interest during the game.