Super Bowl XLVI… the Mobile Experience


“Mobile convergence will energize a system of experiences and occasions, each filled with opportunity!” For brands…this means always enabling, always listening, ready to respond and adapt.

Super Bowl XLVI…is once again more than a football game, and the social aspect of the game is more than simply breaking Twitter records.  This year Super Bowl XLVI will create connections.  Viewers are expected to use mobile devices at unmatched levels and the demand for mobile interaction is tremendous.  Immediate, direct access to “more” is expected, and brands are challenged to create spectacular interactive experiences.

Extraordinary relevance

Promises of brilliant content are certain, but tremendous value is most often created when fans discover, conquer, own, and share stories about who they are and what they know.  Creative brands will be prepared to listen, will adapt quickly and respond with authentic messages. So, what is the outcome? Emotional connections, possible when brands nurture dialogues and support the role of people in the process.

How will we connect?  Apple shipped over 15 million iPads in Q4 2011

Position a very different kind of strategy

Honda has had great success with the early release of the Ferris Bueller’s Day Off big game commercial.  The video already has more than 8 million views, great news for Honda as they launch the all-new 2012 CR-V.  Still,with almost 60 hours of video uploaded to YouTube every minute, imagine the possibility for unique opportunities.  Enable people to capture original video and celebrate the imagination of people in real-time, as they are watching the game.

…Raison d’être

#GameDayPolarBears

Living, breathing, and ever-changing content.  Coca-Cola® has given their Polar Bears permission to throw a Super Bowl Party. While watching the game, the polar bears will be chatting with, so far, more than 18,000 friends.  As of now, the popular hosts have only invited a little more than 64,000 friends via Facebook.

Become a resource

Chevy is sponsoring “Road To The #SuperBowl

Chevy has become a resource for those wanting to track tweets per minute and see who is sharing content in real-time. Chevy has also reached out to Detroit Labs to develop a great mobile app. The Chevy Game Time App offers viewers a chance to interact with exclusive content, get real-time stats, and be a part of the game with live trivia. At this point are we fans or players?  Players can win 1 of 20 Chevys and other prizes.

Service…extended brand experience

Xbox LIVE Gold access will be free February 2-5.  Xbox wants to make sure that fans experience ESPN via Xbox LIVE.  The Super Bowl is ideally targeted and Xbox will extend the brand’s experience with Madden Bowl XVIII!  On February 2nd, NFL players and celebrities teamed up in a 3-on-3, playing for the coveted title of Madden NFL 12 champions! I like this idea, but would love to see real-people also involved.  Celebrity overload I guess.  During Super Bowl week, the last thing some of us care to see are more celebrities.

Consider the value of social media…Loyalty and Learning.  Then add the perception of “people” defining their personal value by what they share. Now consider the passion and true emotion within sporting events.  This is only the beginning, the 2012 Olympics are only a few months away. The games will further test brands to create strong resources and enable “my” Olympics.

Super Bowl Goes Mobile viaInteractive Advertising Bureau

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