I'm as vocal as anyone about the lack of mobile calls to action on mega telecasts -- it has been nothing short of damn frustrating.
Tonight provides another opportunity for advertisers with the Oscars.
Here's what I told Mobile Marketer about what I would like to see:
"Smart brands take the opportunity to not only talk to consumers but also build stronger one-on-one relationships. As with the Super Bowl, I'm most interested in how advertisers will use the occasion to build engagement and community.
“Rather than pre-Oscars, and on Sunday, what happens next Tuesday? The wise brands will keep the conversation going that could lead to more sales and brand loyalty."
The full article is here, including comments about second screen behavior. http://www.mobilemarketer.com/cms/news/content/14829.html