For the first time NBC is streaming the actual game—with different ads than you’ll find on TV. Will that cannibalize viewers? NBC (*) insists that it won’t, citing the fact that they’ve been live streaming Sunday Night football games. They say that the live stream targets big fans who want to see additional angles and information on players.
During the big game expect advertisers to direct viewers to their computers and smartphones at levels we’ve never seen. Mobile app Shazam, which is known for identifying songs, is working with half of this year’s bowl advertisers, including Toyota, Pepsi and Best Buy . Viewers can click the app to ‘tag’ ads to access related content or to enter sweepstakes. Toyota’s ad links to a chance to win two cars. Cars.com is donating $1 for every person who tags its ad. Pepsi is inviting people who tag its ad to unlock a free video. Tim Calkins, a marketing professor at Northwestern’s Kellogg School, says that people are bouncing between different forms of media, so marketers are smart to engage them on all screens.
Marketers want to engage customers not just during the 30 seconds for which they’ve paid $3.5 million, but throughout the entire game. Coca-Cola is luring football fans to watch the entire game with Coke’s Facebook fan page open – it will feature those animated polar bears reacting to the game in real time. Chevy has been buying ads on Twitter to promote its “Chevy Game Time App.” It’s actually the first ever app designed just around a Super Bowl app—it offers trivia games for a chance to win prizes.