Posted on 8th February 2013 by Reinhard Siedel
Several sponsors broadcast interactive multimedia ads during Super Bowl XLVII on February 3rd, incorporating both television and mobile devices to garner publicity for their brands. Reports estimated that more than 100 million people tuned in to see the game, with tens of millions equipped to use their smartphone or tablet while watching.
Two brands made a huge impact . . . one because its interactive playbook resulted in failure, the other because it scored a mobile marketing touchdown when the lights went out on the playing field.
The Penalty Play
Unfortunately for Coca Cola, things did not go as planned during the Super Bowl. Its initial TV commercial at the beginning of the game invited viewers to visit the Coke website and vote in a competition tied to its ad. The results were to be aired in another commercial at the end of the game.
But instead of the fun it was intended to generate, Coke experienced an interactive advertising meltdown. What got the network buzzing was not the excitement of the campaign, but rather the disappointing news that Coke’s website went down just as viewers began to vote. The interaction? Non-existent.
The Big Score
Oreo also aired a commercial with a social media component, that urged viewers to use Instagram to select their preference: creme filling or chocolate cookie. This was an interactive success, drawing thousands of voters and Instagram followers.
But then to top that win off, the icing on the cookie came shortly after the stadium experienced a major power failure. Some fast and extremely creative thinking by Oreo and its ad agency, produced a spontaneous social media promo – showing the world just how powerful mobile marketing can be. Using Twitter, they released an amusing mobile ad with the subject line “Power out? No problem” and posted a picture of an Oreo with the caption “You Can Still Dunk in the Dark.”
The ad reached thousands of people on their mobile devices in minutes. This was followed by mass forwarding of the Tweet to thousands more family members and friends. The ingenuity, popularity and success of Oreo’s mobile marketing feat will be talked about for months, if not years.
Mobile marketing success is not limited to the Super Bowl. With Clickatell’s opt-in SMS technology, you can send out both planned and spontaneous text messages to your customers anytime. Just as Oreo did, you can develop your mobile marketing campaign in minutes.
For more information, go to Clickatell’s Mobile Campaign Manager web page.