The Great Super Bowl Mobile Marketing Experiment

Posted by Bob Bentz on February 6th, 2012 at 9:22 am
Madonna Super Bowl 46

HOT ACT TO FOLLOW: Mobile marketing gave Madonna a run for her money.

If you were watching Super Bowl 46 (I refuse to use Roman numerals that nobody understands), you know that all of the action was not on the field. That includes the riveting halftime performance by Madonna who showed that at age 53, she's still smoking hot and a great athlete. Just in case you were one of the 157 people that missed the Madonna halftime show during Super Bowl 46, here it is.

Best Buy's advertisement was interesting and showed that it was carrier agnostic and that Best Buy was a great place to shop for the best mobile phone plan for your particular needs.

Watch the Best Buy commercial that shows the inventor of the text message here.

There also was an enormous amount of action, mobile marketing action that is, during the commercials, proving that mobile marketing has now made it to television's biggest event and in a big way.

One of the biggest advertisers this year was Chevy, which has a big television ad campaign and advertisements across other mediums. It is also running a competition through its special Super Bowl iPhone and Android apps, where users who take the trivia quiz in the app can win up to 20 vehicles. But, Chevy wasn't the only one to jump on the mobile bandwagon. A range of companies, including Subway, Coke and Pepsi have either sponsored apps, created apps or tied in with existing apps to extend their Super Bowl campaigns to the palm of viewers' hands.

If you were able to take your eyes off of Danica Patrick and the painted model for a moment, your eyes may have raced over to the QR Code that Go Daddy used in the lower left side of the screen. You may wonder why a QR Code would be included in a visual medium like television. Some have likened television's use of QR Codes to be as silly as putting a QR on the side of a speeding bus. Not so, in the 2010's, however, when the viewer can stop the action on the screen or easily go backwards to scan the QR Code. While it was great to see a QR Code during the Super Bowl, we would have rather seen Go Daddy use a Custom QR Code which has proven to get 2.3 times more scans than an ordinary black and white QR Code.

Watch the Go Daddy commercial with QR Code here.

Of course, Papa John's got a lot of pre-game publicity on this, the biggest pizza buying day of the year. It's pregame coin flip of heads means that every member of Papa John's club will receive an email today on how to redeem the outcome of the coin flip into a free pizza and two liter Pepsi. You can also check it out here and get your free pizza. While this was a great promotion, wouldn't it have been especially cool for winners to immediately get a text message mobile coupon after the coin flip to announce their winning a free pizza. Talk about chatter at the Super Bowl party!

The NFL itself didn't miss out on the mobile marketing party either. It promoted its new NFL fantasy football game. If you text NFL to 69635, fans could win $1 million in the new fantasy football game. Now, it's interesting to be promoting a fantasy football game a full 8 months before most fantasy football leagues will be holding their drafts. No doubt, the NFL intends to reach out to its text message opt-ins in late summer 2012 to encourage them to use the new fantasy football website. Obviously, the NFL recognizes that 19 million Americans play fantasy sports and it can't afford to miss out on this burgeoning market.

Watch the NFL's Fantasy Football commercial with text message marketing here.

According to the Mobile Consumption Survey nearly 40% of respondents used mobile devices in response to TV ads. This included discussing commercials, getting more information about an advertised product, or watching TV ads again. 45% estimated that they would spend 30 minutes or more on their mobile devices during the game. Interestingly, more used their mobiles during the first half than the second half, either exhausted from Madonna's riveting halftime show, the effects of too many beers, or simply a great and exciting conclusion to the game.

Follow Bob Bentz on Google+ or on Twitter @BobBentz.

3 Responses to “The Great Super Bowl Mobile Marketing Experiment”

  1. @Rhurahii says:

    Thanks for the round MM round up on the Super Bowl... and he useful links. Very useful for us guys outside the USA on the big day. Did you enjoy the game?

  2. Caleb Varoga says:

    Hi Robert,

    I work with a company called BoomText, and we have a contract running the NFL's text campaigns. While we're not allowed to disclose the exact numbers of how many people participated yet, we do know that the NFL was EXTREMELY happy with the results. The call to action was clear and the NFL understood exactly what they wished to accomplish. We will have a full press release detailing results and participation rates (that we can), and will post the link on our Twitter account (@boomtext) when the numbers are finished and released.

    If you'd like to learn more about our company, check us out at http://www.boomtext.com/landing

    Thanks for the kind words, and for participating!

  3. Mike says:

    NFL super bowl mobile ad was lame. 45 minutes for a response and no call to action. Clearly, Poorly executed strategy.

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