Here is a statistic that will blow you away: According to a study from the Mobile Marketing Association and Session M, during the Super Bowl, a whopping 91% of viewers used their mobile devices during the commercial breaks!
After hearing this, one thing is for sure – we love our mobile phones as much as, or even more, than my three-year old son loves his special security “blankie.” Speaking from personal experience, when it comes to any highly-anticipated sporting event or celebrity-fueled telecast (such as the upcoming Academy Awards), my iPhone is never too far away. My need for instant gratification and social connection leads me to constantly check out what my friends are saying on Facebook and to make my own witty comments about the details of the event.
We all know that the Super Bowl commercials have become just as important to the overall event experience as the game itself, especially now with the saturation of mobile devices and social media. Brand marketers and advertisers have certainly stepped up their digital media game in recent years, and last Sunday was no exception. A few highlights:
Instant Advertising through Social Media
After the Super Dome lost power at the beginning of the third quarter, the quick-thinking team at digital ad agency, 360i, posted a picture of an Oreo cookie on Twitter with the tagline “You can still dunk in the dark,” moving from concept to posting in five minutes. Raise your hand if you were craving some Oreos and milk after seeing that posting! The ad became a viral hit, retweeted more than 15,000 times in the first 14 hours. Other brands tried to take advantage of the 34-minute game delay through Twitter, including Calvin Klein, Tide and Volkswagen – but none of them seemed to have the same affect that the Oreo ad did.
Online Contests and Customer Interactions: A New Focus on Online Integrated Marketing
While watching the commercials, I noticed that many brands developed advertisements that directed viewers to their websites for a more interactive experience. Coca-Cola held an online poll to vote for the ending of its commercial, asking viewers to select which one of the three groups in the ad (cowboys, showgirls and badlanders) would win a race across the desert to reach a bottle of Coke. Oreo again received rave reviews for their commercial that asked viewers to vote, via Instagram, whether they preferred the cookie or the cream part of the Oreo. After the cookie vs. cream campaign, Oreo gained more than 50,000 followers on Instagram.
The TV spot for CBS’ new show, Under the Dome, directed its viewers to visit www.UndertheDome.com and enter your address to see what your home would look like under an actual dome. I did this and saw my house under a dome similar to what was shown on the commercial. I really don’t know what the show is all about, but the TV spot left an impression on me so I will probably check out the first episode.
Overall, the notion of online integrated marketing seemed to resonate with Super Bowl viewers. According to social marketing solutions provider, SocialCode, brands that advertised during the big game saw Facebook fan increases 2.7 times higher than non-advertisers, when compared with previous fan growth.
Catherine Seeds is the Vide President of Ketner Group, a PR and marketing communications agency headquartered in Austin, TX.