Visa To Highlight Future Of Online Payment During Super Bowl With First ‘Shoppable Halftime Show’

In partnership with Pepsi, Visa has teamed with e-commerce platform Delivery Agent to unveil the first-ever shoppable Halftime Show during the Super Bowl on Sunday. Viewers will have the opportunity to shop via multiple devices and screens and purchase a limited-edition Katy Perry item during her Halftime performance.

Viewers with connected devices such as Samsung, Roku, LG, Twitter, Shazam and who engage with Visa and Pepsi will have multiple ways to shop:

• Fans viewing with a connected Samsung Smart TV will have the ability to use their remote control to shop during the Halftime Show.
• As one of Twitter’s “Buy Now” launch partners, Delivery Agent will shop-enable tweets sent by brand and platform partners during the Halftime Show.
• Delivery Agent will power commerce for Shazam, allowing viewers to purchase contextual products when they Shazam music from the halftime show directly from their Smart Phone.
• Fans can also visit the ShopTV television commerce marketplace app, newly launched on Roku devices, to shop via remote during and after the game. Visa Checkout will be the exclusive ShopTV payment provider for this program.

Visa will promote the shopping event through digital TV and online ads, social channels and email though, oddly, as far as I can tell, not on their own Facebook and Twitter pages (at least not yet). Viewers will be able to buy the limited-edition product through Tuesday, February 3 at 5:00 PM PT.

Of the partnership with Visa, Delivery Agency CEO Mike Fitzsimmons said, “Last year, we enabled the first shoppable commercial with H&M, launching the beginning of live in-advertising purchasing. This year, we are vastly expanding the shopping opportunities, making the most watched sporting event in the world a live shopping experience.”

Leading up to the Halftime event and calling attention to the one-handed ease of shopping with Visa Checkout, the brand teamed with Pro-Bowl wide receiver Odell Beckham and quarterback Drew Brees to set a new Guinness World Record for the most one-handed catches in one minute. They announced the effort on Twitter and easily broke the current record of 10 with 33 completed passes.

All 33 one-handed catches by Odell Beckham Jr. to set the RECORD with the help of @Visa & Drew Brees #CheckoutODBrees http://t.co/1vPhosKUkQ

— Pro Football on ESPN (@ESPNNFL) January 29, 2015

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Steve Hall

Steve Hall is a marketing professional, publisher, writer, community manager, photographer and all-around lover of advertising.