Posts tagged ‘Papa John’s’

Experience the Super Bowl in Augmented Reality

So, who watched the Super Bowl? Although I did, my attention span was greater during the commercial breaks and the half time show than during the actual game. In fact, I was much more interested in the “Super GLEE’’ episode airing right after the Green Bay Packers’ victory. Anyhow, what really fascinates me about the Super Bowl is all the hype surrounding the event and how companies leverage this excitement to maximize their visibility.

This year, smartphones were predicted to be one of the biggest marketing tools used by advertisers to engage consumers. According to Mobile Marketer, 59 % of Americans with a smartphone had the intention of texting and sending emails during the game and 18 % said that they would check out ads online using their phone. Surprisingly, advertisers did not use mobile calls-to-action like texting a number to obtain exclusive content. Instead, we saw many drive-to-web signatures to encourage viewers to go on websites or Facebook pages.

Source: Mobile Marketer

Some companies found other ways to take advantage of mobile technology. Before and after the big day, USA Today offered an augmented reality experience of the Super Bowl using an Android or iPhone. Pepsi sponsored the February 4 experience, which included a 360 tour of the stadium with comments by Jerry Jones, the Dallas Cowboys owner.

On February 7, Papa John’s sponsored a 3D animated view of a key play in the game and the possibility to receive players’ stats. Like many forms of sponsorships, it’s hard to measure the ROI. I am not sure if this initiative contributed much to Pepsi’s brand equity. Perhaps, the company could have concentrated more efforts on making creative ads?


février 8, 2011 at 9:45 1 commentaire

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