Lacoste is rolling out a range of shoppable TV adverts over the weekend during Novak Djokovic’s matches at the French Open.
The 30 second adverts will run on NBCUniversal during the Lacoste ambassador and world number one’s matches, instructing viewers to use their smartphones to scan a QR code.
By following the QR code, viewers will be taken to a webpage where they can purchase items from the Lacoste x Novak Djokovic collection.
Customers will be able to purchase outfits Djokovic will be wearing during the match, and the adverts will also be run during any of his subsequent matches at the Stade Roland Garros in Paris.
“For the first time ever, fans can shop the Lacoste x Novak Djokovic Collection while watching him play in real time,” NBCU’s head of marketing Josh Feldman said.
“And this is just the beginning. ShoppableTV will revolutionize the way millions of viewers will watch television and purchase the brands they love across the entire NBCUniversal portfolio.”