According to a recent study from Harris Interactive, nearly 33 percent of Super Bowl viewers under the age of 45 watched with mobile devices in-hand, and nearly 50 percent of them checked their mobile phones as many as 10 times during the game.
The study, commissioned by mobile marketing company Velti, also revealed that 80 percent of respondents said they planned to use their mobile devices during the game at least as much as they did during last year's Super Bowl.
"Viewers are sitting in front of the television with a mobile device in their hand and they’ll likely check that 'second' screen often," said Velti executive Krishna Subramanian. "There's no going back now from the fact that the Super Bowl is truly a two-screen experience. Mobile is the second screen that completes the full circle of user engagement - turning advertising into content."
Despite this proclamation, many companies that aired Super Bowl commercials failed to extend their brands' value with a mobile call to action, MarketingProfs explains.
Companies such as GoDaddy, TeleFlora, Coca-Cola, Audi and Best Buy all had excellent opportunities to use an SMS call to action to engage customers and "build re-marketable databases that tie directly to their loyalty programs and enable ongoing communication," the news source notes.
Instead, many opted to use hashtags (i.e. Audi's #SoLongVampires), which, while popular and catchy, are hard to track and measure for true return on investment. An SMS option for the viewer to receive more information would've been more effective, since it creates a sense of exclusivity and lets consumers become a part of a network of people who receive deals and special treatment.
For instance, GoDaddy's commercial provided a "not safe for web" teaser that would be available online if viewers scanned a QR code. An SMS option to "see more now" would've been simpler, especially for users that don't have QR scanning capabilities on their phones.
Teleflora also went the provocative route by starring supermodel Adriana Lima in its ads for Valentines Day. A text campaign for a Valentine's Day coupon could've allowed the company to build an opt-in list of people who want to give flowers to loved ones.
Lastly, Best Buy's ad put faces to the names of some of the most revolutionary mobile innovations of the past decade, but did not use any mobile calls to action to expand on each founder's story.