The ads during the Super Bowl get as much hype as the game. This year during the game advertisers are looking for ways to get viewers to interact while watching.
According to TBO.com, "Nielsen recently published a study that found Apple iPad owners keep their tablets in their laps about 70 percent of the time as they watch TV, which represents 30 percent of the time they use the tablets."
So if you have your tablet or smart phone close by advertisers want to prompt some interaction. How effective are the ads towards building brand awareness and generating sales? How do the ads tie into the coverage? And will people at Super Bowl parties actually participate while in a crowd, or while drinking a cold Bud Light?
For this week's assignment see what type of interactive prompt during Super Bowl coverage gets your attention or the attention of the people at your party.
Comment some of your observations here and we'll talk about them in class. Include links.
More background: Super Bowl Advertisers Go After 2nd Screens
And in another sign that marketers are trying to engage viewers over social media web sites: USA Today's Ad Meter, which ranks the popularity of ads, is for the first time allowing viewers to vote for their favorite spot on Facebook.
"This year, we're seeing a whole new level of social media activity for Super Bowl advertisers," said Tim Calkins, clinical professor of marketing at the Kellogg School of Management at Northwestern University.
This is the first year that advertisers have tapped into the growing number of users of iPhones and other smartphones during the Super Bowl. In its ads, domain-name hosting site Godaddy.com will feature a QR code, a black and white two-dimensional code that people can scan by putting their smartphones up to the TV so they can go to the company's website. This is a first for a Super Bowl ad.
Contest for Best Super Bowl Ad Takes Place on the Sofa
Enjoying Super Bowl ads has never required much effort. Sit back, grab a beer and enjoy the experience. This year, though, that party is over. Marketers are asking consumers to come armed with their technological devices and be prepared to interact with the commercials they see on the screen.
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