Hey all you 49er fans and other, lesser mortals (Yes! That’s right! I’ve been a die hard Niner fan since the days when I lived in San Fran, during the Montana/Young years), the big game is just a series of photo ops and press conferences away and the hype is slowly building.
It’s like being out on the ocean, straddling your board and watching a set of waves rolling in. The first ones will lift you up a bit. They’re attention getters but you let them roll beneath you. Then you see one or two that require some action, agitators. A decision has to be made. Ultimately you decide to dive under and let them wash over you. After that, you know what’s coming. The wave, the one you’ve been waiting for, the one that all the others have been building up to. All the prep is done. You’ve put yourself in the right location, you drop in and paddle with all your strength, catch it just right and ride that baby all the way home. Touchdown!
As the internet and mobile technologies increase in depth and speed, the waves get bigger and the ride gets wilder.
This year, the cost for a 30 second Superbowl ad has reached the size of a set of Banzai pipeline waves in season. Companies will be investing a whopping 4 million bucks to get their ads out there where an estimated 112 million Americans can see them. And the sponsors who are willing to shell out the cash are literally “buying in” to that analogy, betting big on the idea that the ads will indeed create huge internet waves which viewers of the most-watched television event in America will ride throughout the broadcast, generating an unprecedented level of exposure for the brands represented.
Lars Albright, co-founder and CEO of SessionM, a company that specializes in audience engagement and new advertising experiences for brands via mobile devices, through their mPoints mobile platform has this to say about building these mega waves during Superbowl 47:
“With TVs, computers, phones and tablets almost always within our reach, it’s rare our attention stays with one device for long. The Super Bowl is no exception, which presents marketers with an incredible opportunity. Leveraging mobile as a ‘second screen’ can bring interactivity to a whole new level, while simultaneously catering to consumers’ desire to be entertained across multiple platforms. Last year, brands that ran interactive ads were essentially testing the waters. This year, with a $4 million price tag for each 30-second ad spot during the Super Bowl, there is little room for a miss. Brands will be expected to engage users on multiple screens, but the brands that do it well will be the ones who are ahead of the curve.”
And Les Moonves, chief executive officer of CBS Corp. (CBS), the channel that is televising the game says, “That is absolutely a factor in the cost of the ads. The advertisers expect they’ll get a nice bump online, so it’s well worth the increase.”
Just as last year’s Summer Olympics was the most covered of it’s kind, the 2012/13 Superbowl is going to receive more coverage, across all media platforms, that any other before. That’s exciting! With apps, streaming video and mobile brand advertising we will be able to experience every blow, every throw, every touchdown and tackle from multiple angles and outlets. Waves upon waves!
Here are just a few examples:
Verizon wireless customers will be able to watch the Superbowl on their Android or iOS devices for free using the NFL mobile app.
NFL.com will also live-stream the entire Super Bowl game for free.
For those actually watching the game from the stadium, The Super Bowl XLVII Guide app includes features like a detailed guide to local restaurants, nightlife, and official Super Bowl events. It’s available on iOS and Android.
And again, for you lesser mortals The Baltimore Ravens Mobile app offers news and stats in real time, on-demand videos, photo galleries, and player interviews, all for free. The app also lets users follow post-game blogs and pre-game previews. It is available on iOS, Android, and BlackBerry.
And of course, CBS will have massive coverage of the game, pre-game and post-game for the more traditional viewer. What a party it’s going to be!
My advice, dig out that can of Zog’s original Sex Wax, grab your favorite board, and go catch a wave!