coull and Nike in The Times
Really pleased with recent coverage of coull’s Nike project in The Times
http://technology.timesonline.co.uk/tol/news/tech_and_web/article5598872.ece
Advertisers are finding new ways to hone in on that very human weakness: the impulse buy.
Those tempted by sweets near a till may want to look away now, but technology has been developed that will give viewers the option to instantly purchase the products they see being advertised on screen.
The “hotspot” technology means that during an advert, bubbles pop up on screen alongside products. Viewers can click on anything they see that takes their fancy and then make their purchase at the press of a button.
As the latest fashions parade on screen, or as a seductive voiceover entices you to try out expensive new foods, people will be able to point at what has caught their eye and quickly fill their virtual shopping basket via their remote control.
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The first use of the technology can be seen in a new Nike advertisement featuring Cristiano Ronaldo, the Manchester United star. As he runs around the pitch and strips off after a match, fans can click on his shirt, shorts and undergarments to buy them instantly.
The clip can now be seen online, but those behind the advert believe that once the switchover from the analogue to digital TV signal is complete by 2012, the technology will be utilised on television as well.
“Now you see the red button on screen, this is the next evolution of that,” said Luke Aviet, managing director of Go Viral, the company distributing the new advert. “As everything merges into digital, you will see this being used.”