Remember the Super Bowl’s Coke Polar Bear commentators on Facebook or the impromptu Oreo’s “Dunk in the dark” tweet? One was planned and the other was literally on the spot but both had smashing results. The phenomenon of second screens is a huge marketing opportunity for all kinds of brands but few are prepared for it. Mobile devices are quickly becoming TV viewing companion devices.
Why were these second screen brand marketers successful? It’s simple -they were prepared! They recognized an audience and community beyond TV screens. And both were very present in what was happening – a true sense of being engaged. The results were amplified audience engagement, coverage and reach. Consumers increasingly expect to interact with brands and campaigns across all forms of media, but it’s clear from a Nielsen research report that advertisers aren’t keeping pace.
March Madness is expected to produce $1.4 billion in TV Ad revenues – making the NCAA Basketball Championships the highest grossing post-season sport in America. This is higher than post-season TV Ad revenues brought in last year by the NFL at $974, NBA at $573 and MLB at a distant $354.
College basketball fans are not only glued to their brackets, they are glued to their TVs and mobile devices as they feverishly debate the wisdom (or lack of) of their bracket choices and sensational and sobering upsets. This year a reported 26% of viewers will use a mobile device as their main viewing device. The study by Nielsen revealed that 85% of mobile owners use their tablet or smartphone while watching TV at least once per month, and 40% do so daily and a Pew study reported over 80% of 18- to 24-year-olds used their smartphone while watching TV.
Just think, according to SocialGuide’s 2013 Super Bowl Advertising Report 5.3 million people sent out 26.1 million tweets during the course of the game, how many tweets will be sent out about the 64 March Madness games? It’s no secret that March Madness is also one of the least productive periods in the workplace – 86% of March Madness fans say they will spend part of their work day checking scores and stats or watching the games online.
As second screen social networks, apps and mobile sites continue to draw significant audiences there is clearly an opportunity for integrated marketing. Marketers can position themselves for success on these TV companions by using a marketing approach which incorporates a mix of traditional and social media platforms in their campaigns.