Tonight is Super Bowl 49. The halftime show will be headlined by platinum record selling recording artist and A-Lister?Katy Perry. But she’s not stopping there.
This year, the halftime show and social media will be intertwined like never before. During her show tonight, February 1, Perry and her sponsors will be advertising her products throughout the Internet and social media. Katy Perry merchandise will be promoted and sold on Twitter, You Tube and Shazam and through devices like Roku, Samsung and LG electronics. It’s the first shopping enabling Super Bowl halftime show in history. We can thank online commerce provider Delivery Agent and credit/debit card giant Visa for backing this potentially historic occasion. For example, You Tube has Katy Perry’s VEVO channel, which has nearly 15 million subscribers. The subscribers should be able to ‘click to buy’ through that channel tonight. Roku customers can use their remotes to shop through the Shop TV app, on certain, but not Samsung and LG devices. Won’t be able to get your hands on Perry backed products tonight? I bring you good news. These products will be available until 8pm Tuesday, February 3rd, assuming there’re still some goodies left by then.
I must say, this is a bold step linking the Super Bowl and advertising. For decades, it’s been the most watched TV event of the year, at least in the USA. Advertisers spend millions for 30 second ads during the game. But this is the first time fans can buy merchandise from the halftime show headliner while the headliner is performing. Other ads convince you to buy their cars, beer, snacks, etc tomorrow. This new venture is getting you to buy right now! But how many people tonight can pry their focus away from the game or show to go online shopping? That’s the question. Will this venture be a hit or flop?