New media water cooler
After some fits and starts in years past, marketers also seem to have figured out how to integrate new media into the Super Bowl effort. Instead of nudging viewers to static websites, they'll steer them to Facebook, Twitter, YouTube or smartphone and tablet apps, where folks can engage with the brands.
"It's cosmically different, because it's not just a TV experience, but a multichannel, multiplatform, deeply social experience," says Shiv Singh, digital media chief at PepsiCo Americas Beverages, which, for the first time, has purchased an iPad-specific Super Bowl ad.
Think of it this way: Nearly two-thirds of 18- to 34-year-olds planning to watch the Super Bowl have smartphones and intend to use them while watching the game, says Lightspeed Research. Of those, 59% will be sending e-mails or text messages about the game, while 18% will be checking out the ads online from their phones.
Now, it's all about using social media before the Big Game to build brand buzz and attract viewers to watch a Super Bowl commercial, then using that spot to redirect viewers back to social media to talk about the brand and the message.
A spot for the 20th Century Fox film Rio— featuring the angry birds from Rovio's hit mobile game app, Angry Birds— has an even more complicated intertwining of old and new media. The game ad will nudge viewers to pause the spot on their DVRs and watch it frame-by-frame to find an embedded code. The code gives access to a new level on the game app, where they then can enter a sweepstakes for a trip to Rio de Janeiro for the film's premiere. Read Article
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