There’s no denial that Super Bowl ads are historically extremely popular (and hilarious - we all remember the pug and Doritos commercial), and every year they never fail to live up to expectations. For all its tradition, we noticed one thing is changing -- marketers are slowly adapting their strategy for multiscreen as they realize viewers are no longer passively watching. Increasingly, Super Bowl ads are expanding beyond TV, allowing viewers to watch, interact, and even contribute to the ad experience through multiple screens.
This year, we at GoldSpot Media want to celebrate not only great Super Bowl ads, but great multiscreen advertising. Below is a roundup of some seriously multiscreen campaigns:
Chevy created an application called Game Time that asks trivia questions regarding the Super Bowl game and the commercials. Winners were awarded with prizes from Chevy and other brand partners.
In 2013, Coca-Cola showed an interactive commercial that had viewers vote on how the storyline would end.
Target, on the other hand, scored from the red zone by not investing in a Super Bowl spot, but instead created an app that would specifically target viewers.
This year, H&M will be interacting with viewers by allowing them to buy directly from the advertisement displayed on the TV. Viewers with a smart TV will see a small pop-up in the corner of the television. In the pop-up, viewers can view and send the product information to other devices and, of course, make a purchase. H&M takes it a step further by asking viewers to vote between a “covered” or “uncovered” Beckham.
Newcastle will not be running an ad during the Super Bowl. Instead they created a teaser ad called “If We Made It” . During the ad, Newcastle mocks Super Bowl ads, saying they would have made it if ads were more affordable. With this funny twist, AdWeek wrote that the Newcastle’s tongue-in-cheek ad will the best Super Bowl Ad this year.
Now that the Super Bowl game for 2014 is right around the corner, we’re enthusiastically anticipating what multiscreen campaigns it will bring. So get your dip and chips ready, sit back, and enjoy the ads…. Oh and of course the game!
What are some of your favorite multiscreen Super Bowl campaigns?