2nd Screen and the Super Bowl

January 29, 2015 · Posted in 2nd Screen Exclusive · Comments Off 

By Alan Wolk

Super Bowl Sunday is this weekend and 2nd screen promises to be a major part of it. Facebook and Twitter both have Super Bowl home pages set up to aggregate incoming content from fans and official sources. For smartphone users, the NFL has teamed up with Verizon to offer access to the game for just $5, while tablet users can take advantage of the NBC live app and PC users can go to NBC Sports live stream to see the game.

Given that observers estimated CBS scored as much as $12 million last year from its 2nd screen app, the Super Bowl and 2nd Screen is really coming into its own.

Brands are getting into the action too, revving up their hashtags (H&M has already started a twitter-based hashtag promotion to have users select the ending for their Super Bowl spot.) So with that in mind, we thought it was best to review some of the dos and dont’s for Super Bowl Sunday brand interactions.

The biggest mistake many brands will make is to assume that viewers want to stop watching the game (or the other commercials!) and pay attention to what they have to say. So they’ll have some sort of online component to the ad (via Shazam, a sponsored Tweet or synched app) that forces the viewer to spend time playing around with whatever “experience” the brand has cooked up, which they will assure themselves is so clever the viewer will not be able to look away.

I can guarantee you this will not be the case, that the brand experience will be much less compelling than what’s happening on the big screen with the game and the viewer will become rather annoyed by the brand asking them to turn away.

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