One of the great add-ons to Katy Perry’s performance during last night’s Super Bowl was the fact limited edition merchandise was instantly made shoppable to those viewing via Twitter, YouTube, Shazam and connected TV devices from Samsung, LG and Roku.
According to Variety, the deal was established between Universal Music Group and halftime show sponsor Pepsi. It was powered by San Francisco-based interactive commerce provider Delivery Agent, with Visa as the exclusive payment service.
When the star hit the field kitted out head-to-toe in Jeremy Scott, you’d be forgiven for thinking this great shoppable integration was about to involve him too. I certainly did.
Head over to Forbes for insight into why Scott not being involved (especially given his experience producing Moschino collections immediately made available for purchase) was a huge missed opportunity.