Super Bowl Ads Target Mobile Devices
The Super Bowl is always the launching point for some of the year’s best television commercials. This year, however, advertisers are extending their reach beyond the big screen to target what they are calling “second screens.” Those second screens are the mobile devices and tablets that two-thirds of Super Bowl viewers are expected to use for activities like commenting about the game on Twitter (News - Alert).
The first Super Bowl smartphone app was delivered by Chevrolet; users can register to win anything from a pizza to a new Camaro. The app, called Chevy Game Time, also extends prizes from partner companies like Bridgestone and Motorola (News - Alert) while allowing users to participate in polls or to answer trivia questions to win prizes. Other companies, like GoDaddy.com, will feature a QR code on its Super Bowl ads that will take users directly to their website.
Other advertisers have targeted tablet and laptop users. Toyota, for instance, is urging tablet users to use the hashtag, “#reinvented” to discuss its newly reinvented Camry and also to make suggestions about reinventing other products. Some users who respond will get actual responses from the company with an illustration of their reinvented product. Other companies, including Volkswagen, have released their full ads or teasers of their ads on YouTube (News - Alert). Sponsorship for YouTube’s Super Bowl Ad Blitz site has doubled over last year’s levels.
NBC expects more than 111 million viewers to watch this year’s contest between the Patriots and the Giants, making the Super Bowl prime territory for marketers. The ad buys aren’t cheap, either. NBC is reportedly charging $3.5 million for a 30-second spot. Also, more than 70 ads will reportedly compete for viewer attention during the big game.
“People are glued to their digital devices, sometimes sharing far more that way than they are with others in the same room," says David Berkowitz, vice president at digital marketing agency 360i, the firm that created Coke's online Super Bowl campaign. "Being social means something very different now.” Coca Cola has both a Facebook (News - Alert) page and a website that will allow viewers to watch its famous polar bears, one in Patriots gear and one in Giants gear, displaying real-time reactions to the game.
Even academics are taking notice of the proliferation of social media activity. Tim Calkins, a professor of marketing at Northwestern University, stated that this year, “We’re seeing a whole new level of social media activity for Super Bowl advertisers.” If mobile campaigns are successful, then advertisers will continue to push their way onto those coveted second screens.
Jacqueline Lee is a TMCnet contributor who produces web content, blogs and articles for numerous websites including wikiHow.com. Her background is in business and education.
Edited by Stefania Viscusi