New York, September 5, 2014 – WIREWAX U.S. Inc. debuted a new tool for their interactive video platform which enables users to add products straight to their shopping cart without leaving the video experience. This revolutionary functionality will change the way shoppable video is created going forward.

Luxury cashmere brand Ivory Row is the first to utilize 1-click add-to-cart and enable viewers to shop their limited-edition cashmere collection. The video, featuring Mary Helen Bowers of Ballet Beautiful fame, was expertly and beautifully shot by Maul Media with shoppability in mind - creating a optimal experience for viewers.

Small crosshairs appear on products available to purchase with CTA text appearing upon rollover. With one click, an overlay glides onto screen where users can scroll through product images, select desired size, add straight to their shopping cart and continue watching the video.

Add-to-cart functionality is enhancing user experience by replicating how viewers typically shop the web within the video. Used as a brand outreach tool, loyal fans and new customers alike can shop Ivory Row’s video from mobile, tablet and desktop.

WIREWAX allows brands to create custom interactive and shoppable experiences within their video by adding clickable and touchable tags to any moving person or product. Their technology has proven to captivate and convert viewers, allowing brands to connect directly with their audience to increase brand value.

WIREWAX is the only platform which uses intelligent computer vision technology to automatically identify and motion track people and objects in video. This creates a tangible, intelligent link between the actual object or product in the video and what the viewer is interested in, producing higher levels of engagement and conversion.

The announcement follows WIREWAX’s strategic partnership with the Council of Fashion Designers of America (CFDA) to bring shoppable video technology to the forefront of fashion marketing and their recent success with creating interactive trailers for broadcasters such as the BBC’s Sherlock and USA Network’s Graceland.

WIREWAX has lead the charge in shoppable video - partnering with the likes of Tommy Hilfiger, L’Oréal Paris, Coach, Neiman Marcus, Moda Operandi, and many more.


For more information, please contact:

Bea DiCarlo                 (646) 455 - 0123 (NYC)


WIREWAX U.S. Inc, is the world’s leading interactive and shoppable video platform serving over 10,000 brands and users. Their proprietary tool provides users with the means of adding points of engagement and interactivity to their video content. WIREWAX was created out of a mainstream TV production company - engineering born out of creating experiences for audiences. WIREWAX employs extensive computer vision technology to create compelling interactive video experiences proven to engage and excite viewers. | |