For the record, I watch the Super Bowl for the game; However, you will often hear people say “I watch it for the commercials,” which makes the Super Bowl a one-of-a-kind event. Whereas, people often dread advertising when it interrupts their favorite serialized police drama or reality program that may or may not contain housewives, the Super Bowl is probably the only event where people look forward to each advertisement, often more so than the game. So what happens when companies fail at utilizing or understanding the proper media?
With the prevalence of smartphones, marketers feel the need to take advantage of this technology, and rightfully so, but often we find ourselves utilizing a technology just because we feel we should. Three major mobile integrations that I noticed that I saw during the game were the use of QR codes on commercials, Chevy’s game time app, and the incorporation of the Shazam app. For now, let’s start with QR codes.
One ad that jumped out at me was the GoDaddy commercials where a QR code was placed in the lower left of the screen (below). First off, let’s consider the logistics of scanning this code. With a thirty-second to one minute commercial, one must recognize the QR code on the television, locate the scanning app on their mobile device (often buried within folders to categorize apps), push friends and family out of the way to get near the code on the TV, and then center the small square to the device before the next commercial comes on. John Wayne was seldom this quick of a draw at his best.
The use of the Shazam app on commercials (although reportedly a very successful campaign) falls to the same prey as the QR code. By the time the viewer realizes that the commercial is actually a call-to-action, they must uncover the proper app, navigate through a menu, and have enough time left for the app to recognize the tune (note the small Shazam logo in the bottom left of the image below). In Shazam’s defense, commercials leading up to halftime let consumers know to have their phones ready for exclusive giveaways well before they had to make a mad dash to find the correct app and use it. The Chevy “Game Time” app (below, right) did a much better job of integrating mobile technology for this particular instance, where Chevy utilized a second-screen app, where commercials could be replayed, giveaways were reward of app use, and polls were conducted.
QR codes are best used for direct mail pieces, and here’s why. With a commercial on television, the window is too small to have a consumer utilize the technology needed to access the offer. Using QR codes on a website (unless for design purposes), is slightly redundant, since you can use a hyperlink instead. Using QR codes on buses, billboards, or other moving items makes the technology not user-friendly. With direct mail pieces, the audience has a tangible item to hold, scan and then reap the benefits. It can be the perfect call-to-action and a great pairing with mobile technology. Shazam was effective for this specific Super Bowl, but likely cannot maintain the same success if integrated into wider television advertising channels, where random access is required. The moral of this Super Bowl (other than don’t let Rob Gronkowski get injured in the weeks before the Super Bowl) is that when using emerging technologies, understand the proper integration of them into your message. Can’t wait for the big game next year and all of the new technology we will see then!
Take the time to let us know what your favorite moment was in this year’s Super Bowl, advertisement or otherwise, in the comments section below.