AMEX, Pizza Hut, Fandango Add to Super Bowl Mobile Announcements

ShazamAs Super Bowl game day approaches, even more advertisers are announcing plans to leverage the mobile channel in concert with other promotional programs for the year’s biggest day in brand advertising. As reported Thursday in Mobile Marketing Daily, Chevy, Pepsi MAX, Subway and GoDaddy are among the brands that plan to enhance their on-sir campaigns with mobile activations of various kinds.

Audio recognition app Shazam will enhance many Super Bowl TV ads. Today the company claimed that half the Super Bowl spots will be “Shazam-able.”  Shazm will be conducting a number of its own second-screen content programs, including polls, game stats and sports gear purchase opportunities. Specific ad enhancements will include spots from Toyota (sweepstakes entry), Best Buy, Cars.com ($1.00 charitable donation for tagging with Shazam), Pepsi (unlock a video), and Teleflora (secret offer for tagging the ad). During halftime, a partnership with Bud Light will unlock performing artist content.

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Movie schedule and ticketing app Fandango will get a callout from the Universal Pictures spot for the upcoming Battleship film. Viewers will be directed to Fandango.com/Battleship or to the Fandango app to sign up to be alerted about the film’s premiere and enter a contest for five years of free movie tickets. Fandango says the effort is the first time it has partnered with a studio in an on-air trailer. The goal is to connect TV advertising directly to advance ticket sales for a film.

And AMEX and Pizza Hut are partnering with Foursquare. The promotion involves cardholders syncing their card with the mobile company and loading a $5 discount to the AMEX account so that any order at Pizza Hut over $10 receives the discount. Foursquare users check in to Super Swarm Sunday in the app to get the promotion.

Subaru announced that its on-air spots in the “Dog Tested, Dog Approved” campaign will have an iPhone app complement. The Subaru-sponsored MapMyDogWalk iPhone app will contribute to a worldwide database of dog walk trails and routes that users can search for to find routes or just add their own.  

The IAB released a new study this week entitled “The Super Bowl Goes Mobile.” In its polling of sports fans, it found that the young 18- to-34-year-old demo will be heavily mobilized for the game, with 74% saying they expect their devices to be part of the game experience. More than half (51%) expect to be messaging during the game.

In general, the ads are the thing, when it comes to enhancing the Super Bowl with digital media. The IAB study shows that 41% of those who will use a computer during or after the game will do so to follow up on ads, while only 8% of game watchers will use their computer for watching game highlights, and 18% will go to the Web to review the ads. 

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