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The Super Bowl and Taking Your Content Mobile

This year more than 111.5 million people tuned in to see the Seattle Seahawks defeat the Denver Broncos in the most-watched program on television. However, as we all know, the Super Bowl isn’t just about football any more. Rather, viewers are as much if not more interested in the commercials and the half time show.

Over the past few years, social media engagement and conversations have played a key role for brands leading up to and throughout the Super Bowl. This year there were 24.9 million tweets shared during the game. Approximately 58% of all the national ads during the game featured a hashtag demonstrating a very simple fact: If you are going to advertise during the Super Bowl or on television in general, you had better be ready to promote your brand on the viewer’s second screen – their mobile device.

Like most of you, I found myself watching the game on a large flat screen TV while googling player stats, checking Facebook and even re-watching some of the commercials on my iPad. Brands need to start taking advantage of this new viewing behavior and come up with mobile strategies to address the millions of us who are also attached to our mobile devices. Here are a few ways to get started:

  • Involve the audience. Some of the brands advertising during the Super Bowl shared their ads prior to the Super Bowl; but there is still more they could do. For example, by having a native app, they could push the commercial directly to their audiences. This would give their loyal fans an instant, first look at the ad and stir up a strong conversation among those individuals who care about them the most (and hence are willing to download an app to their mobile device).
  • Direct the Audience to Their Device. Mobile apps can take a 30-second commercial and make it last longer by redirecting fans to a brand’s app. Instead of giving away the ending of a commercial, share a discount code or offer some sort of exclusive content – this will allow a brand to continue to engage with its target audience long after the big game is over.
  • Going Mobile All the Way. No brand has yet to push out a commercial solely through a mobile app. As the world becomes more mobile, brands will have no choice but to take on a mobile first approach to their marketing and communications. Eventually, brands will be able to create commercials exclusively to be pushed out via native apps and save the $1.5 million that they spend on a 30 second ad during the Super Bowl – now this is ROI.

 As the number of mobile devices and tablets continue to increase, the way information is consumed and shared continues to evolve. There is no question that the importance of mobile as a tool for communications is increasing. I guess we’ll just have to wait until Super Bowl XLIX to see how this shakes out.

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