Thu Feb, 2013 by Ashlie Forchione
Mobile won Super Bowl XLVII. It wasn’t the Ravens, the blackout or even Beyonce; it was how people talked about them on their mobile devices. On a day when 30 seconds of TV airtime cost around $4 million, viewers were watching their phones sharing memes and gifs, tweeting and engaging with brands.
Photo by: armistar_photo
When the lights went out at Super Bowl XLVII, millions of viewers looked to their mobile devices for answers at a rate of 231,500 tweets per minute (TPM). The blackout wasn’t the only Super Bowl moment that generated a mobile buzz. During Beyonce’s half-time performance, viewers sent out 5.5 million tweets. By the time she left the stage, Facebook claims mentions of her name jumped by 49000%.
Half of Super Bowl commercials included hashtags, up from one in five last year, that encouraged viewers to engage with the brand real time. The best prepared of these brands established ‘war-rooms’ with their social media agency to monitor social media conversations and engage with customers during the game.
Mobile is now. To take advantage of the potential mobile holds, marketers need to be ever-ready. Within four minutes of its occurrence, the first marketers had bid on the term “blackout”. The brands that made the most of the event in real-time, including Oreo, Audi, Walgreens, and Tide, who also had the top rated TV commercial, received high praises from consumers and the marketing community alike.
Mobile has power, and Super Bowl 2013 proved just how strong it is becoming. The Ravens even used iPads with a playbook app instead of the traditional 20-pound playbooks to prepare. Nearly half of NFL teams have made the switch.
To effectively use mobile for marketing, keep in mind the essence of the medium. It is a way for people to connect with the world right here, right now. It allows people to share something with a friend who may not be with there. Mobile’s biggest benefit is that it allows consumers to reach out beyond their current physicality to connect with their friends and talk about things happening right now. Remain conscious of cultural events and provide valuable, relevant insights real-time to truly engage their customers and use mobile the best way possible for your brand.
— By Ashlie Forchione