Mobile was the big winner in the Super Bowl this year, as marketers and consumers seized the second-screen experience.
“Caring about eyeballs was your grandfather’s ad agency,” commented Dan Israel, Atlanta-based strategy lead for the mobile practice at SapientNitro, to Mobile Marketer. “What matters today is how many people with smartphones can be gathered in one location at one time. The Super Bowl rules in this category.”
This Super Bowl was a huge coming out party for Shazam, the mobile app that enables audio tagging to link to content and offers, which partnered with almost half of Super Bowl 46 advertisers, representing 1 million giveaways, this year.
Shazam linked to commercials by Acura, Best Buy (which offered $50 gift cards), Cars.com (which donated $1.00 per Shazam tag to charity), Bud Light, Disney (John Carter trailer), Fed Ex, GE, Honda, Pepsi, Teleflora, and Toyota to unlock exclusive content and coupons. Some of the offers:
• Toyota's ad included a sweepstake to win two Camrys — "one for you and one for a friend."
• Best Buy's spot featured two of Shazam's founders, Chris Barton and Avery Wang. Additionally, Best Buy ran a $50 gift card offer for consumers looking to buy and activate a mobile phone in 2012.
• Cars.com – when viewers used Shazam to tag the brand's ad, Cars.com donated $1.00 to one of seven charities, up to a maximum $100,000.
• Pepsi's Super Bowl spot featuring X Factor USA winner Melanie Amaro performing Otis Redding’s song “Respect” for Elton John invited viewers to unlock a free video.
• Teleflora commercial viewers who tagged its commercial with supermodel Adriana Lima received a secret offer.
• Bud Light sponsored Shazam's half-time mobile campaign, which featured up-to-the-minute statistics to keep track of all the key plays and players; the ability to participate in polls about the game and vote for their favorite ads with other fans; share their experience with their friends on Facebook and Twitter; conveniently purchase merchandise including hats and jerseys from Shazam’s mobile store.
Thanks to Bud Light, Shazam users could also access an exclusive, free remix by LMFAO of Madonna's new single that debuted live during the game's (record-breaking, with 111.3 million viewers) Bridgestone-sponsored half-time show.
How it paid off for Shazam and its brand partners this Super Bowl? "Record engagement" via "millions of tags," Shazam announced in a press release. “The Super Bowl was our first major live network television event where we enabled people to interact with all aspects of the game, including the ads and the spectacular halftime show,” said Andrew Fisher, CEO. “Knowing the size of the Super Bowl audience, we had high expectations for how many people would be engaged during the event and with the numbers in the millions we were blown away."
Other experiments with second screen experiences during Super Bowl XLVI to enhance spots included Chevy and Subway. Campaigns varied from custom mobile apps, tagging TV advertising with a mobile or social call to action, and sponsored mobile games.
“The sheer volume of advertisers trying different things means this is far from a fad – it is the revolution for making TV ads interactive,” David Jones, EVP of marketing for Shazam, to Mobile Marketer. “What is so powerful is that it is so easy for the user to instantly know what they are watching.”
“Right now it is just experimentation, but I think it is pretty exciting,” added Dan Shust, vice president of RI:Lab. “Second screen experiences driven by soundprint technology are really starting to deliver on the decade old promise of interactive television.”
Altimeter Group’s research team reviewed the Super Bowl ads from kickoff till the game clock expired and found five major trends indicating that mobile and integrated marketing is here to stay:
1) Brands Heavily Invested in Promoting Traditional Websites: 49% used a corporate URL plus 9% linked to a microsite for a total of 57% of all
2) Surprisingly, Many Did Not Promote a Call-To-Action: 32% did not link to any social site or URL as listed in trend 1. For example Chrysler’s Imported from Detroit showed the logos of their car lines, but did not have any URLs
3) Only a Sixth of Ads Explicitly Promoted Social Media: This year, we didn’t see any explicit mentions of content that was created by the crowd. Furthermore we found low integration with social media, in fact, 16% of brands linked or mentioned their social networking accounts.
4) Hashtag Marketing Emerged to Stimulate Continual Engagement: While Twitter helped to promote their platform with the Twitter Ad Scrimmage (which lists more hashtags than we saw in-Ad), we found that 6 ads explicitly promoted hashtags (total of 7%), and only 2 brands promoted their Twitter accounts (2%).
5) Cutting Edge Marketers Teased with New Marketing Tactics, including Shazam: Brands have started experimenting with promoting new forms of marketing engagement for a total of 11% total incidence. To extend the experience, three ads promoted applications (often showing on an iPhone like Citibank’s Ad), three promoted SMS interaction, and GoDaddy promoted a QR code. We found that brands were integrating Shazam, a music finding application.
As noted above, they did indeed!