Super Bowl Advertisers Look to Score Big with Second Screen Experiences

The Super Bowl is an event that transcends the on-field battle between the New York Giants and New England Patriots. Consumer spending on team apparel, food, party supplies and even new TVs alone is expected to reach close to $11 million for this year’s game according to a recent survey conducted for the Retail Advertising and Marketing Association.

At the cost of $3.5 million for a 30-second commercial, advertisers are eager to extend the life and impact of their Super Bowl spots to consumers more than ever. In the past few years that meant uploading the commercial to YouTube after the game to take advantage of the buzz.

A 2011 study of mobile users by Yahoo and Razorfish found that 60 per cent of users are multitasking on a mobile device while watching live televised sports, creating the opportunity for an enhanced second screen experience.

This year, advertisers are paying extra attention to second screen experiences before, during and after the game. Most of the ads (or teasers for the ads) that will appear during the game have been posted on YouTube. Honda’s CR-V ad featuring Matthew Broderick reprising his Ferris Bueller role has more than 10 million views in just seven days, while Volkswagen’s “Bark Side” teaser has more than 11 million views and an extended version of the “Dog Strikes Back” ad has 2 million after just a few days. The Acura ad “Transactions” featuring Jerry Seinfeld and Jay Leno is nearing 11 million views, while other advertisers like Hyundai, First Bank, Kia and Chevrolet are also getting attention with ads posted days before the big game.

Beyond providing access to the ads, other advertisers are providing interactivity and enhanced content on social platforms and mobile devices. Coca Cola is bringing their animated polar bears – wearing a Giants or Patriots scarf – to their Facebook page where they will react to events in the game in real time.

Chevy is rolling out the Game Time mobile app, allowing Android and iPhone/iPad users the chance to win prizes from Papa John’s, Sirius and Bridgestone by answering trivia or participating in polls. App users also have a chance to win one of 20 cars if their app code matches the license plate of the cars in the Chevrolet ads.

Audio recognition app Shazam announced late this week that the entire game, halftime and nearly half the ads would be Shazamable enabling viewers to access live stats, unlock immersive ad experiences or qualify for sweepstakes from advertising partners such as Pepsi, Disney and Anheuser-Busch.

GoDaddy will be featuring (what now seems old fashioned) onscreen QR codes that when scanned will direct mobile users to the GoDaddy site for additional content.

To accompany Toyota’s ad theme of reinvention, the car company is requesting that viewer’s tweet which item they would like to see reinvented with the hashtag #reinvented. The most imaginative ideas will receive a response and illustration of the reinvented item.

Advertisers can no longer rely on the Monday morning water cooler walk. The Internet is providing a parallel, real-time shared experience to broadcast TV programming and live events. The buzz and word-of-mouth is happening through social platforms such as Twitter and Facebook with or without the advertisers. The question is whether viewers will embrace these advertiser-driven enhancements into their TV experience or ignore them and save the second screen for their friends.

Mastery—after all it’s in my name

While I was studying architecture, many of our assignments in school involved drafting layouts over and over again—using rulers, pencils and erasers. (Yes, these were the prehistoric times!) Autodesk’s AutoCAD was still in its infancy, and for some people, it was either a revolution in design, or a huge hurdle.

For many of my friends in the industry, who weren’t comfortable with this new way of designing using pixels instead of pencils (remember this was the late ‘80s, early ‘90s), it was a cumbersome experience.

A dream come true

I spent hours and hours using AutoCAD and its sister tool 3ds MAX.  I would stay up late every night for weeks at a time exploring and experimenting.  Little did I know at that moment, I was putting in my time.

In his book, The Outliers, Malcolm Gladwell outlines the concept of the 10,000 hour rule. According to Gladwell, in order to master something you need to put in 10,000 hours of practice. I was doing just that. But not to become a great architect. I was building a foundation for the digital and interactive world.

Daniel Pink also touches on the subject in his book, Drive,  in which he wrote, “For true innovation, think autonomy, mastery and purpose.”

During a recent all-staff meeting at Delvinia, I asked the team; Out of these three, which do you think is the most important?  Most answered purpose, which, instinctually, I would agree with. It drives people to be creative and innovative when solving problems. If we have a purpose, then we know what road to go on, right?

However, I believe, it’s hard to know what your purpose is, if you don’t know what you’re good at or what your true passion is. Mastering a subject, a craft, even your business is key to unlocking success, purpose and autonomy.

Master Craftsperson

As I look around the office today we have a very diverse group of people. Our team includes artists, anthropologists, MBAs, researchers, engineers and myself, with a background in architecture. Each of us has our own areas of passion and mastery. But collectively as one firm, our true purpose is becoming realized.

We have mastered the art of solving diverse and complex problems in an ever changing world. We can do this because we are masters at understanding how people behave in an increasingly digital world and at designing experiences for real people across a complex world of interactive screens.

Finally, if you are focused on become a master at something you will be successful. Whatever your definition of success is. In business we measure success based on customer satisfaction and revenues.  Both of which are byproducts of mastering one’s own craft. Think about the greatest people and companies in history and I bet you can point to the one thing they were a master at.

What are you trying to master?

Delvinia’s Customer-Centric Approach to VoC Programs

Voice of the Customer is a term that’s commonly being used to describe the process of using digital technologies across various customer touchpoints to collect, analyze and interpret customer feedback and data.

Sounds straightforward. But in today’s digital world, keeping pace with the changing habits and behaviours of customers has never been so challenging.

Digital and social technologies create new and exciting opportunities to collect market research and connect with digital savvy consumers. But, moving from a method-driven approach to a consumer-centric approach poses challenges when it comes to deriving insights in a timely manner.

Many companies are collecting a lot of data about their customers but they lack the ability to quickly turn that data into insights and action. Furthermore, the number of customer touchpoints are increasing across every organization.

Sales, marketing, customer support, and even market research departments all have direct access to customer touchpoints. But when an organization is looking at finding ways to collect feedback to derive actionable insights, many organizations struggle with the question:  Who owns the voice of the customer?

We believe that effectively capturing the voice of the customer lies at the intersection of marketing, CRM and research. And, adopting a consumer-centric approach (rather than a technology-driven solution) will result in a more effective way to collect data that can be turned into actionable insights.

A Customer-Centric Approach

The essence of a customer-centric voice of the customer program is about the intersection of:

• Asking consumers to provide feedback and have a dialogue with your organization by creating relevant digital experiences that will motivate consumers to share their opinions and participate in market research
• Being able to link an individual’s responses to a profile of their habits and behaviours, in a manner that ensures that their privacy and personal information are protected
• Listening to the dialogue about your brand or organization through the use of social monitoring technologies
• Observing how customers are interacting and transacting with your organization through methods such as web analytics or transactional data
• Utilizing both internal and external data sources that your organization collects from its customers
• Finally, being able to integrate all of this data into a near-real time snapshot that will help your organization quickly derive data-driven insights that result in action.

Delvinia, in partnership with AskingCanadians™, is launching a new service line that builds on the consumer-centric understanding of digital technologies and our ability to leverage digital tools to capture the voice of the customer and provide relevant solutions to derive insight from customer data.

Our Voice of the Customer service line includes programs, platforms and products designed to help companies efficiently and cost-effectively integrate the voice of the customer into any marketing or customer experience program.  It will enable market researchers to derive insights in ways that will help them motivate consumers to want to share their feedback.

Keep watching this space for future posts about our approach to VoC.

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