A diehard Green Bay fan will be watching the Super Bowl. A commercial comes on. After watching, another one airs, but this one doesn’t interest him, so he pulls out his mobile phone while walking to the kitchen to get another plate of wings, typing in a URL or becoming a “fan” of a product he just saw advertised. Then, he sends a text message to his buddy in Pittsburgh to share the experience, along with a healthy serving of trash talk. In Pittsburgh, his buddy goes online and Googles the advertiser. He find the website along with the Facebook site, Twitter, campaign sites, etc.
TV. Mobile. Text. Search. Web.
All while getting a plate of wings. Welcome to Super Bowl XLV, a marketer’s Shangri-La.
It has been happening for years now, but in the current marketing environment we are seeing an emphasis on digital media on behalf of advertisers. Examples like the scenario above are the reason marketers will be using their big-budget Super Bowl spots as a springboards to digital experiences in social, mobile and Web. Why? Because this will create an ongoing and transferrable relationship with the brands which will extend far past the game. Marketers know that in order to remain relevant, they need to create an experience that will include three screens - TV, mobile and PC.
So how will those watching the Super Bowl see evidence of this? It may be obvious to some but routine for others. When watching ads this Sunday, they will find themselves being driven to destinations outside the norm. They will be pausing their DVRs looking for hidden codes, texting numbers to enter sweepstakes, tweeting in order to effect the outcome of the next spot and telling their friends about it the whole time. Marketers are relying on consumer behavior and their use of digital technologies to help tell a story that is seamlessly intertwined into the game experience.
But with all the great emerging ways to reach consumers, the one true thing marketers need to keep in mind is to be relevant. Consumers are smarter than ever. Developing a marketing architecture that manages to convey the right message in the right medium is the challenge, but the reward is creating an immersive campaign experience that feels as natural to the consumers as getting up from the couch for that second plate of wings.
Chris Zobel is Director of Digital Strategy at Luckie & Company. You can contact him by e-mail.
Photo credit: CarrieA on Flickr