Are Interactive Ads Changing the Way We Watch Super Bowl Ads?

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Will the Collective Replace Commentators

What will keep your attention during Super Bowl Sunday? The game or Coca-Cola's Polar Bear Watching Party, where the bears will react in real-time to event's on the field? Coke is creating a complete brand experience that extends and amplifies the reach of their game day ad using social and digital elements. But how will the use of social media influence the way the Super Bowl audience enjoys the game?

TV, Mobile, iPad - Oh My!

Monitoring the social media discussion around early ad releases, we've noticed that some viewers are discussing having access to two screens: one for the game and the other to engage on various social media platform. We noticed this emerging trend when we began to analyze conversations around Coke's Super Bowl ad.

Social media is enabling audiences to respond to and share their thoughts about shows in real-time. The conversation an audience is having via Twitter is drawing their attention away from not only the events on the field but also the commentary that has long created the background and context for some amazing plays. So an audience's attention may be divided between the big game, watching the polar bears and commenting on Twitter. The cult of the commentator may fade. Additionally, the Super Bowl is providing a chance for ads to not only promote their brands but to bridge the viewing experience to other brand-sponsored assets. These destination sites are changing the dynamic between commercial and show because the ad is no longer simply a brand mention to encourage people to buy a product but is also being used to promote an action (visit our Web presence) and a behavior (share or like).   How this changes the viewing experience for the Super Bowl and other big events going forward remains to be seen.