The Super Bowl is the opportunity for one football team to become World Champions, but it is also an opportunity for advertisers to win the same title. Whether it’s the hype of the Brady vs. Manning showdown part 2, the Madonna’s halftime performance, or being one of the first to spot the “next great commercial,” there is no doubt that advertising is always something that has non-football fanatics tuning in.
While there will always be personal favorites when it comes to commercials (feel free to vote here) ads that added a mobile element, were the real winners. For the first time in history, ads were able to add second screen experiences to a live television event. Brands like Best Buy, Chevy, Toyota, Pepsi and Subway all included mobile strategies in their SB spots. Some of those strategies included: “developing their own mobile app for the game, tagging TV advertising with a mobile or social call to action, sponsoring mobile games expected to be used by viewers during the game or partnering with an app such as Shazam that lets users tag ads to unlock exclusive offers and content.” Adding these elements provided each ad with a lot more life and engagement opportunities than a 30-second ad could ever provide. In fact, research from Velti and Harris Interactive shows that nearly 60% of mobile users planned to engage with their mobile device during the game, including texting, using Facebook or Twitter, etc.
We all know the large investment that these companies make to produce and feature their ads in the Super Bowl. The companies who add these second screen experiences have the opportunity to continue the interaction with their brand or product and will hopefully see a large(r) return on their investment. It will be very interesting to see how many companies will develop ads with these mobile calls-to-action moving forward and how the 2013 Super Bowl ad landscape is affected by it.
For more information, go to: http://www.mobilemarketer.com/cms/news/advertising/12041.html