Monday Morning Quarterbacking

MediaPost's Steve Smith asked me what I thought about the mobile components in the Super Bowl spots.

From his article:

"Short-code callouts were few, as many marketers seemed to understand that it is difficult for the fleeting mention of a six-digit number and keyword to register with viewers. Yet a spot advertising the NFL Fantasy game and a $1 million sweepstakes entry had a persistent call to action on screen: send “NFL” to 69635. Unfortunately, as several mobile executives noted, NFL did not respond quickly in acknowledging the entry. In fact, it took hours for our entry to get a 2 a.m reply.  Likewise for Jeff Hasen, CMO of Hipcricket, who told us: 'That's unforgivable when viewers are looking for instant gratification.'

"In our spot check among mobile marketing execs paying close attention to the use of the platform this year, most were underwhelmed. Annual mobile Bowl-watcher Hasen says that while marketers didn’t ignore mobile this year, as they have in the past, the execution was uncertain. Audio ID app Shazam allows users to tag about half of the Super Bowl ads, but Hasen says 'how many knew enough to use Shazam remains a question. With about half the ads including the Shazam prompt, no one spot stood out for including it.' He concludes that despite the hashtags and second-screen schemes, 'my takeaway is one of anticipointment.'”

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