I’m willing to bet your plasma TV won’t be the only thing you keep an eye on this Super Bowl Sunday — your smartphones, computers and tablets will be just as important. Am I right?
According to Mashable, an estimated 60 percent of the 100 million people tuning in to the Super Bowl will be watching and interacting with a second screen. And it’s no secret that brands will be tapping into the buying power of those 60 million consumers through socially integrated advertisements.
The idea of social television isn’t new. After all, we’ve been tweeting and interacting online while watching popular sitcoms and televised events for some time now. Super Bowl XLVI just happens to be the first major sporting event that has brands jumping at second screen opportunities, which are more important now than ever.
Why are brands interested in second screen opportunities?
Nielsen’s May 2011 research shed light on how consumers are using tablets and mobile devices while watching television. The key findings include:
- Seventy percent of tablet owners and 68 percent of smartphone owners use their devices while watching television.
- Table owners said 30 percent of the time spent on their device was while watching television.
- Smartphone owners said 20 percent of the time spent on their device was while watching television.
Because of statistics like these, every major media investment in this year’s Super Bowl has a social TV component. Take a look at this video to see why the Coca-Cola Polar Bowl may be the most popular investment of them all.
What is the Coca Cola Polar Bowl Party?
As explained on the Coca-Cola Polar Bowl Party Facebook page:
The Polar Bears are throwing their first-ever Coca-Cola® Polar Bowl Party. They’ll be watching the game and chatting with friends from kick off until the clock runs out. RSVP now to hang out and chat with the Polar Bears during the game. Plus, with each RSVP Coca-Cola will donate $1 to World Wildlife Fund to help polar bears and their Arctic home.
Four to seven seconds after each play, the Polar Bears will share a reaction based on the team they predict will win. What’s most important is that these reactions aren’t pre-recorded or pre-animated — they will happen live! Super Bowl viewers can tune in to the livestream and interact with the Polar Bears via social networks like Twitter and YouTube, laptops, iPads and some smartphones.
What are other ways you can watch the Super Bowl through a second screen?
- NBC Livestream of the Game: Watch the full game for free online and enjoy extra camera angles, as well as the ability to replay each commercial after it’s aired.
- Shazam It: For commercials that have a Shazam component, users will be able to tag the audio to unlock special offers and additional content.
- Check in on GetGlue: Pepsi is partnering with GetGlue to give users access to buy one, get one free coupons and exclusive video content, not to mention a special Super Bowl sticker.
- Companion Apps: The NFL’s official Super Bowl app, Chevrolet’s Game Time app and Heineken’s Star Player app will offer ways for users to access complementary game viewing options, enter to win prizes and interact with other fans.
So will you be watching the Super Bowl on a second screen? And here’s the most important question of all — which team is going to win? Answer the poll and share your thoughts by leaving a comment!
photo credit: Luisus Rasilvi via photopin cc
Reblogged this on Brand Perspectives and commented:
With all the hype about the Super Bowl you’re probably thinking to yourself that enough is enough. But, if you are a marketing professional, Desiree Writes provides a compelling arguement why you should not only watch this mega event on your big screen TV, but also on your smartphone or tablet. This is promising to be one heck of a learning experience for all of us.Thanks for the prompting Desiree!
Thanks for reblogging my post, Jay! I agree that this will be a huge learning experience for everyone — I’m looking forward to seeing how second screen opportunities will play out during the rest of this year.
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