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Saw this nice bit of creative on the Diesel site.
I'm sure it's been done before in some other capacity, but I think it could very well be the future of online shopping. Imagine being able to watch a programme/film and have the ability (through your wireless enabled TV) to pause the content select an item (whether it's clothing, furniture or a even a car) and find out more information about it with a clear call to action to purchase.
Works on paper but in reality it might make from crappy viewing especially with other people in the room but it would redefine ASOS's offering!!
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