Mattel has teamed up with Yahoo, News Corp Australia (via Tubi), UM and commerce technology company Vudoo to deliver a fully shoppable TVC that lets viewers explore and purchase products directly from their screen.
The campaign uses Vudoo’s Commerce TV technology to make TV advertising an interactive experience that captures attention and drives immediate action.
Yahoo’s DSP manages media planning and buying, using Afterpay data for audience targeting and in-ad tracking to support retargeting.
The ad appears on Tubi and includes a visual prompt in the form of a QR code.
The campaign directs them to a Vudoo-powered, curated shopping experience designed specifically for this activation, rather than a generic product page or brand site
With Vudoo’s technology underpinning the experience, Mattel is able to gather first-party data from across its media mix.
Nick Morgan, founder and CEO of Vudoo, said TV advertising has always been about reach, but with this campaign, it’s also about action.
“We're giving people the option to respond the moment they’re inspired, and giving brands the tools to track what happens next,” he said.
Andrew Spence, eCommerce Lead at Mattel, said the brand is constantly seeking ways to reach families.
“This campaign shows how innovation can bring shopping and storytelling closer together than ever before. We’re excited to be part of such a strong collaboration,” he said.
UM handled the media execution, with support from IPG Mediabrands’ KINESSO division, which contributed digital, data and commerce strategy.
As viewers multitask across devices, this format is designed to reach them in those moments, making it easier to quickly move from interest to action.
Research from GWI shows that 86% of people use a second screen while watching TV and 35% shop for products they see in shows or ads.
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