Superbowl Marketing Meets Mobile
February 04, 2013
There is no event on TV other than the New Years Eve countdown that is seen by more people than the Superbowl. With that said, it’s obvious why the commercials during the game are worth millions. This year, clear “call to action” was made through some commercials as marketeers realized most people have tablets or cell phones on them while watching TV.
With millions of people armed with their mobile devices, “Oreo” encouraged viewers to follow them on Instagram and gained over 32,000 followers within 5 hours. This proves that “call-to-action” in advertisements makes a difference. However, “Oreo” didn’t stop there. During the 34 minute blackout at the Superbowl, they quickly jumped on their marketing feet and released another ad, but through Twitter as people were more likely to be on their phones rather than watching a blacked out tv screen or reruns. They tweeted “Power out? No problem.” with an image of a glowing Oreo in a blackout with the brilliant tagline: “You can still dunk in the dark.” This clever ad captured the attention of many as there were over 13,000 retweets.
From telling viewers to “follow” them on Instagram to tweeting ads, it is clear that “Oreo” won the “Brand Bowl” as the best advertiser during the Super Bowl. Through such a brilliant night of advertising, it is clear that “call-to-action” is the way to go when it comes to bringing about an audience’s interest.