Ahead of the 2014 SuperBowl Final, H&M let fans buy David Beckham’s range of underwear directly from their TV in a new interactive commercial. The Swedish clothes retailer offered viewers the chance to pick from alternative versions of the star performing some impressive stunts as he tries to get to safety in his signature briefs. Voting began ahead of the final and promoted nine pieces from the ex-footballer’s Spring range. The ad was preceded by a Twitter campaign where fans get to choose whether he bares all in the ad or not.
Brand: H&M | Sector: Clothing | Country: USA | Objective: brand awareness, consideration and purchase | Format: Viral, Social Media, Sport, YouTube, Video, TV
The ad will allow viewers to instantly purchase products directly from it in what the retailer is touting as a “technology first”.
NFL fans will be able to buy pieces from the upcoming collection as they watch the famed footballer player model on screen.
It will only be available to a fraction of viewers, however, as the service has been developed through an exclusive tie-up with Samsung Smart TV and e-commerce platform platform Delivery Agent.
The move is being supported by experiential activity and a social media competition to win two tickets to the Super Bowl game and the opportunity to meet the former Manchester United player.
"We're thrilled to be back in action at the Super Bowl, showcasing our new campaign," says Daniel Kulle, President H&M North America. "We're bringing our A-game, the world's top style icon and the best quality bodywear to the largest stage in the world."
The new collection marks the fifth season for H&M's David Beckham Bodywear line, with nine styles designed in collaboration with the famed soccer player. The collection has quickly become a staple for men worldwide since its 2012 debut.
In anticipation of the collection launch, H&M will run a grand prize giveaway via Facebook and in-store starting on January 6th. Consumers who log onto H&M's Facebook page and provide their email address will be entered to win a three night trip to New York City, two tickets to Super Bowl XLVIII and the opportunity to meet David Beckham.
Twitter campaign
Ahead of the Superbowl TV ad, a teaser campaign has been running where fans get to choose whether he bares all or not.
In a 30-second YouTube ad, the retired footballer is shown in a rather compromising situation after a chair hooks on to and rips off his boxer shorts as he enters a photo studio.
But gulping into the camera, Beckham is seen rewinding time in a bid to stop the incident happening, which includes traveling to the studio via a zip wire in his signature briefs.
The 30-second clip provides a teaser for a promotional clip - which will be shown during America's Super Bowl on Sunday - where fans are able to choose whether he appears "covered" or "uncovered."
The high-street retailer has filmed two versions of the campaign with shoppers deciding which one gets aired using the Twitter hashtag #covered or #uncovered during the game.
Speaking about the ad, Beckham admitted while he is nervous about the what will be shown to the estimated 100million-strong audience, the advert was a lot of fun to film.
"I think I know which one is gonna end up being shown, which is even more nerve-wracking," he said.
