Beckham’s #uncovered H&M Super Bowl spot to use breakthrough ‘t-commerce’ technology
David Beckham is at the center of Super Bowl advertising attention as his highly-acclaimed #uncovered H&M big game spot to introduce his new Bodywear line is primed to make history by way of breakthrough ‘t-commerce’ technology which affords fans the first-ever opportunity to purchase pieces of the collection instantly during the game.
Amidst the pomp and pageantry of Super Bowl Boulevard – aka Broadway – Beckham made his first US appearance at an H&M store to meet scores of fans who braved the temperatures and crowds to engage with their beloved soccer icon.
While the first 200 people in line got to meet Beckham in the flesh, thousands of others enjoyed the festive ambiance in the H&M Times Square store. The store was transformed into a “Fashion Meets Football” destination inspired by H&M’s ad in Super Bowl XLVIII. Visitors could preview the two alternative versions of the H&M Super Bowl ad on customized iPads to decide if they want to see Beckham “#Covered” or “#Uncovered” in tomorrow’s big game. There was also an AstroTurf lounge, a massive Jumbotron tallying votes for the ads, and a virtual Runway where catwalk participants were live-streamed onto the Jumbotron screens outside the store.