×
You will be redirected back to your article in seconds

Super Bowl Halftime: Katy Perry to Pitch Merch on YouTube, Twitter, Roku and Connected TVs

Katy Perry will use her time in the spotlight of the Super Bowl XLIX halftime show as a launchpad to flog limited-edition products to her fans.

The songstress, in partnership with Universal Music Group and halftime show sponsor Pepsi, will reveal the exclusive Perry-branded items across social and Internet channels during her live performance on Feb. 1.

But her product pitch won’t be carried in NBC’s Super Bowl telecast, expected to be the most-watched TV event of the year. Instead, the Katy Perry merchandise will be promoted — and available to purchase — via Twitter, YouTube, Shazam and Internet-connected TV devices from Roku, Samsung and LG Electronics.

The first “shopping-enabled” Super Bowl halftime is being powered by San Francisco-based interactive commerce provider Delivery Agent, which has inked a deal with Visa to be the exclusive payment service for the promo.

Using Twitter’s “Buy Now” feature, tweets sent from accounts including @pepsi and @Visa will let users purchase the products directly from the social service. In addition, @katyperry — which has 64.1 million followers — may also be tweeting the “Buy Now” offer, but reps said that was not confirmed.

See More: Katy Perry Officially Confirmed as Super Bowl Halftime Headliner

On YouTube, videos on Perry’s Vevo channel — which has 14.8 million subscribers — will be enabled for click-to-buy commerce via overlays. Users of Shazam’s app will be presented with the opportunity to buy the Katy Perry products if they Shazam music from the halftime show.

In addition, users of Roku set-tops and certain Samsung and LG Electronics connected TVs will be able to use their remote controls to shop for the products during the halftime show by accessing the ShopTV app on the respective devices. The device partners will promote the Katy Perry commerce stunt within their guides.

For last year’s Super Bowl, Delivery Agent worked with retailer H&M to commerce-enable its ad in Fox’s broadcast, to let viewers purchase items from David Beckham’s Bodywear line. But that was limited to Samsung Smart TVs. This year, the potential buying audience for Perry’s goods will be considerably larger: There are 20 million Samsung, LG and Roku devices available with ShopTV, “but if you take into account Twitter, Shazam and YouTube, you get into much bigger numbers,” said Delivery Agent CEO Mike Fitzsimmons.

Katy Perry’s Super Bowl product promo will encompass other marketing elements, including online ads and an email campaign. The products will be available to buy through Tuesday, Feb. 3, at 5 p.m. PT (or until supplies last).

More Digital

  • YouTube logo

    YouTube Denies Report That It's Exiting Scripted Dramas, Comedies

    YouTube claims it is not pulling up stakes from original entertainment — denying a report by Bloomberg over the weekend that the Google-owned video service was cancelling plans for “high-end dramas and comedies” and had stopped taking pitches for “expensive” scripted shows. In a statement, a rep said, “YouTube denies the report” and cited its [...]

  • Apple to Launch New Apple TV

    This Is What Apple's New TV Service Will Actually Look Like

    Apple unveiled its much-anticipated video service at a press event in Cupertino Monday, promising a range of originals via its forthcoming Apple TV+ service as well as easy access to third-party video subscription services. But while many of the big names attached to Apple’s video efforts were known beforehand, one significant detail wasn’t: How are [...]

  • Apple Announces Gaming Subscription Service

    Apple Announces Gaming Subscription Service Apple Arcade

    Apple detailed its long-rumored gaming subscription service during a special event it held in Cupertino, California Monday. Apple Arcade is the world’s first game subscription service for mobile, desktop and living room, the company said. With a single subscription, you get access to more than 100 new and exclusive games. The games won’t be on [...]

  • Apple News Announcement

    Apple Unveils $9.99 News Subscription Service Dubbed Apple News+

    Apple unveiled a news subscription service called Apple News+ at its services event in Cupertino, Calif. Monday. The $9.99 service gives paying subscribers access to over 300 magazines as well as select newspapers and premium digital news services. “We believe in the power of journalism and the impact it will have on your lives,” said [...]

  • Katie Drummond - Vice Digital

    Vice Names Katie Drummond Senior VP of Digital

    Katie Drummond, who has worked as an editor in digital media and publishing for a decade, joined Vice Media as senior vice president of Vice Digital. Drummond comes on board to take over many of the duties of Ciel Hunter, who left Vice in January as global head of content for Vice Digital after more [...]

  • Apple Event: How to Watch Live-Stream

    How to Live-Stream Today's Apple Event

    Monday is the coming-out party for Apple’s Hollywood ambitions: After years of trademark secrecy about its plans to stream into video entertainment, the tech giant is set to pull back the curtain at a media event. The live program kicks off at 10 a.m. PT / 1 p.m. ET, on Monday, March 25, from the [...]

  • Google Stadia Is a Net Neutrality

    Google Stadia Is a Net Neutrality Nightmare

    At the Game Developers Conference (GDC) this year, Google announced that it has taken up the long and ever-lengthening dream of the video game streaming service. Meant to replace the hefty, pricey, altogether confounding experience of buying and using various gaming hardware, Google Stadia will run video games on Google’s own hardware in a server [...]

More From Our Brands

Access exclusive content