NBCUniversal, which rolled out a shoppable ad format to brands and buyers last month, has found its first partner for the interactive offering.
The broadcaster plans to air shoppable advertisements for the French athletic clothing brand Lacoste on NBC this weekend during its French Open matches with Novak Djokovic, a professional tennis player and a Lacoste brand ambassador. Djokovic, who is presently the top-ranked men’s singles tennis player, will represent Serbia in a match today against Henri Laaksonen, from Switzerland, though that match will not be televised on NBC.
Over the course of around 30 seconds, each ad will instruct viewers to use their mobile phone cameras to scan an onscreen QR code. If viewers follow the instruction, they will be redirected to a shopping page on their mobile devices to browse and shop items from the Lacoste x Novak Djokovic clothing collection.
Djokovic will be wearing some selections from the collaboration during the match, and the ad experience seems intended to give his fans a fast way to purchase his tournament outfits, as well as other items associated with the tennis player or the clothing brand.
More shoppable ads for Lacoste’s collection with Djokovic are planned to run during all of Djokovic’s subsequent televised matches at the Stade Roland Garros in Paris.
“For the first time ever, fans can shop the Lacoste x Novak Djokovic Collection while watching him play in real time,” Josh Feldman, NBCU’s evp, head of marketing and advertising creative, said in a statement. “And this is just the beginning. ShoppableTV will revolutionize the way millions of viewers will watch television and purchase the brands they love across the entire NBCUniversal portfolio.”
NBCU demoed the ShoppableTV format to Adweek at the beginning of May prior to the company’s upfront presentation. The product, Feldman said at the time, is aimed at giving partner brands more information about potential customers’ shopping and viewing habits, including the ability to drop cookies into mobile browsers and track how many purchases were a result of the onscreen advertisement.
NBCU tested a demo of the shoppable ad format on NBC’s Today show in April. The company said in May that that all of NBCU’s networks, including Bravo, CNBC Prime, NBC, Telemundo and USA Network, were open to shoppable ad integrations.