The deal includes the creation of a new +Post ad unit that will appear in the Google+ news feed and on the more than 2 million websites in the Google display ad network. Viewers that are shown the ad will be able to watch the Hangout and buy products from the ad itself.
Google debuted +Post ads in December, allowing brands to turn content from Google+ – including pictures, videos and Hangouts – into expandable display ads. This is the first time consumers will be able to shop directly from the ad unit.
The Google+ Hangout will take place on Wednesday (26 March) and feature tips and tricks on wearing and styling Nike Air Max trainers. Asos will support the event with promotions and competitions on social media channels including Instagram, Facebook and Twitter.
Google+ global marketing director Marvin Chow says: “We are excited to see iconic brands such as Asos and Nike use Google+ and Hangout On Air to celebrate Air Max Day with an innovative experience that allows fans to see the latest styles and trends and even allow them to shop across the web through our new +Post display ad unit.”