By: Steph Dlugon
More people watched this year’s Super bowl match up between the Saints and the Colts than any other television program in history. Roughly 106.5 million viewers tuned in, and in doing so, they dethroned the final episode of M*A*S*H which held the “most-watched” title since 1983.
The Super bowl is the one show millions of people watch just for the commercials. A recent article written by Hipcricket chief marketing officer Jeff Hasen thinks advertisers missed out on a golden opportunity to promote mobile during the big show. He even provided some suggestions on how advertisers could have done a better job.
Denny’s is giving away Grand Slam breakfasts Tuesday. Why not have viewers text in for the offer, then create a mobile club where customers could opt in for future trackable offers and product information? We have seen databases of consumers built that are well into six figures.
Go Daddy.com could have easily directed viewers to a WAP site or even an iPhone application to watch the series of “too hot for TV” shorts. You don’t think those would have been shared at water coolers all week long?
NBA TV recently showed a series of bloopers from Charles Barkley’s Taco Bell spot. Viewers could have been sent to a mobile Web site or opted in to receive access to these clips—and trackable coupons—by SMS.
Snickers could have offered a ringtone of a trash-talking Betty White—and, again, trackable coupons—for customers.
With mobile usage climbing, it’s unclear what else needs to happen before advertisers are convinced that pushing a mobile agenda makes sense. The upcoming Winter Olympics may provide some answers. There are a number of apps available, including two put out by NBC geared toward helping viewers keep track of schedules, medals, venues and more. There will be days of coverage and plenty of opportunities for advertisers to promote mobile initiatives. Let’s see if they try.
