Whether you watch for the football or the snacks, the Big Game commercials are a show of their own. While many brands scored a touchdown with ads, there were many missed opportunities for cross-channel tactics.
Cross-channel marketing tactics are important for brands to consider, especially when paying exceptional amounts for a spot during the Big Game. Cross-marketing tactics boost engagement across channels and deepen ROI. Mobile experiences, in particular, expand engagement opportunities and create lasting value from the multi-million dollar investment made. From the lens of mobile, here are eight brands who missed the opportunity and what we recommend for next year.
Mountain Dew (Watch Here)
Starring John Cena, this colorful advertisement drew attention with the vibrant colors and Cena’s persona. At the end of the advertisement, consumers were instructed to tweet how many bottles were included in the spot for a chance to win $1 million. To deepen brand engagement and build their mobile audience, Mountain Dew should have included a mobile Text-2-Win campaign. For example, consumers could text BIGGAME to enter to win the sweepstakes. Additionally, Mountain Dew could host a mobile vote campaign with select options for the number of bottles featured in the ad. This allows the brand to build a database, engage on new channels, and message consumers in the future. While it was a valuable spot for the night, there is limited traction for future interaction with consumers.
Scott’s Miracle Grow (Watch Here)
We are impressed Scott’s Miracle Grow included a mobile Text-2-Win campaign at the end of the commercial. However, with a long code (10-digit code seen above), it gave snacking consumers little time to participate. A more effective campaign would have included a short code and easy to remember keyword for higher engagement once the commercial wrapped up.
Paramount+ (Watch Here)
One of the most frequent advertisers during the Big Game, Paramount promoted its upcoming streaming platform. While previewing select shows to be featured on Paramount+, the spots left many consumers hungry for more information. For further engagement, Paramount could have included a keyword to text in for more information, including a free trial when the platform launches. With new product launches, consistent and frequent consumer information is key.
M&M'S (Watch Here)
One of the fan-favorite commercials last night was M&M’S ad. A fun, lively spot pulling from past branding and current pop culture icons (hi, Dan Levy), M&M’S missed the opportunity to build audience loyalty and further engagement by including a mobile avenue for the campaign. Using Refer-A-Friend mobile technology, M&M’S could have enticed consumers to send an “I’m Sorry” bag of M&Ms to a friend, encouraging opt ins to a mobile database. A mobile database would have allowed further communication and turned a great ad into an even better campaign.
Indeed (Watch Here)
Following its commercial, Indeed began tweeting job opportunities available at other brands advertising during the game as their commercials aired. With Twitter averaging 1.64% click-through-rates and mobile averaging 7%, Indeed missed an opportunity to boost engagement by prompting job seekers to text to join Indeed job alert texts.
Door Dash/ Mercari/Robinhood Apps (Watch Here)
Newcomers to the Big Game line up, Door Dash, Mercari, and Robinhood all featured the innovative features of its respective apps, and the intention behind them. Despite the emotional and clever creativity of the commercials, all three brands missed the opportunity to easily prompt downloads by texting in a keyword and downloading the app directly from the message. Mobile entrance to app downloads can be a powerful tool, for example, Sephora’s Southeast Asia has achieved a 12% app install rate by working with Vibes. Read more on Sephora’s mobile success here.
Overall, not only did brands advertising during the game miss the opportunity for mobile engagement, but also brands not participating in the Big Game ads show missed the opportunity to message consumers on a high-engagement Sunday. From grocery stores promoting food deals, to sport apparel brands offering discounts, and everything in between, there is plenty of opportunity for marketers to shine during the Big Game. With 364 days left to plan for next year, marketers should take these lessons into consideration and evaluate their opportunities to incorporate mobile into a winning Big Game strategy for next year.