To connect directly with its target consumers, Lacoste will be introducing shoppable ads during the French Open on NBC Universal. Viewers will be able to easily shop for the latest pieces from Lacoste via "On-Air Shoppable Moments" simply by holding their mobile device up the screen to scan a QR code. After completing this action, consumers will see Lacoste's site appear on their screen, giving them a simpler way to shop for products on the spot.
During Novak Djokovic’s matches, the outfits that are sported by the player will also be available for purchase, along with other products from Lacoste's newest collection.
These shoppable TV ads are set to be introduced to other channels, including NBC, NBC Sports, Bravo, E! and Telemundo, helping to dramatically shorten the gap between the time people see a product and make a purchase.