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“T-Commerce” Option- Fans Were Able to Purchase Beckham Bodywear During Game
Saturday, February 1, 2014 - NYC:
H&M, Hennes & Mauritz AB (H&M) culminated an exciting week of pre-game activities with a special appearance by global superstar David Beckham at the flagship Times Square store today. The red carpet along Super Bowl Boulevard was lined with paparazzi, fashionistas and sports fans vying for a glimpse of Beckham as he arrived at the H&M store for a special meet-and-greet with lucky customers.
Beckham didn’t disappoint fans as he spent hours in the store signing autographs and engaging with the vocal crowd. Beckham fielded a variety of questions from his passionate fans ranging football to fashion.
“It's been really special to be partners with H&M. The fact that they can reach millions of people around the world it’s incredible; it's been a very successful partnership,” said Beckham. “You can never imagine what they've created and what their advertising has created, it's really incredible”.
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.
All week, fans had the opportunity to enter to win “The Ultimate Big Game Giveaway,” which included two tickets to Super Bowl XLVIII, round-trip travel, three night stay in NYC, items from the David Beckham for H&M Collection, plus the opportunity to meet David Beckham in person. The winners were announced yesterday.
“This week was the perfect setting to launch the David Beckham Bodywear spring collection,” says Daniel Kulle, President H&M North America. “A big part of our campaign involved directly interacting and engaging with our consumers. We brought David Beckham to our store, created different versions of the ad for people to vote, and introduced t-commerce so viewers with select Samsung Smart TVs can buy pieces from the new collection instantly during the game. We’re thrilled with the response from fans so far, and hope to continue the positive momentum.”
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