NBC and Lacoste Create Shoppable TV for French Open

Three weeks after unveiling Shoppable TV, a new offering that blends television and e-commerce, NBC Universal launched its first official project under the initiative — a Lacoste shopping experience during the 2019 French Open from Roland-Garros. The “on-air shoppable moment” will air during televised matches featuring Novak Djokovic, the Serbian tennis star and Lacoste brand ambassador. The model works via QR codes that show up during the broadcast, so viewers can scan them with their mobile devices and go immediately online to browse or buy. The transactions are handled directly on Lacoste’s web site. “We are thrilled to officially launch Shoppable TV by pairing two iconic brands: Lacoste and the French Open,” said Josh Feldman, executive vice president, head of marketing and advertising creative of NBC Universal. “For the first time ever, tennis fans can shop the Lacoste x Novak Djokovic Collection while watching him play in real time.” Coordinated in advance, the athlete’s outfits — in bright orange, and black and white — come from the French sportswear line. The idea is to give consumers immediate opportunities to shop them or other items in the collection. The French Open comes as Djokovic marks his anniversary as the face of Lacoste, a role he assumed in

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