MostContagious2012.pdf - Contagious Magazine

augMented Media /
layering content
and utility
That’s being led by a change in people’s mobile behaviour and
how they interact with traditional media. Smartphone penetration
tipped over 50% in the US this year, and tablets are set to outsell
PCs next year, Microsoft’s VP web services Antoine Leblond
told attendees at the TechEd conference in Amsterdam in June.
Nielsen reported in April that 86% of US tablet owners and 84%
of smartphone owners used a second screen at least once over a
30-day period while watching TV, with as many as 45% doing so
on a daily basis.
In last year’s Most Contagious we looked at how audio recognition
technology Shazam was moving from being just a music
recognition service to being a trigger for TV content. Since then
it’s bloomed: the app counts 250 million users and is growing at
two million a week, with a staggering 54% trying to use the app to
identify shows they’re watching, according to Shazam. That growth
didn’t go unnoticed by broadcasters and brands; 160 channels in
the US now make their content ‘Shazamable’, serving up trivia, info
and links, as did almost half the advertisers at this year’s Super
Bowl.
TV wasn’t the only winner, though. Print evolved from a static
medium to an interactive and changeable platform – a gateway to
play games, watch entertainment content and buy products direct.
Coca-Cola / Coke Polar Bowl
More than 110 million fans tuned into the 2012 Super Bowl, and
an estimated 60% watched the big game while using a second
screen such as a mobile phone, or PC. To maximise its media
investment, Coke, with Wieden+Kennedy, Portland, created a
campaign that extended its presence beyond a standard TV spot,
merging two-screen viewing with social media.
Two TV spots aired during the game containing content specific
to whichever team was in the lead. The ads, along with Facebook
and outdoor messages, drove users to www.cokepolarbowl.com
where two animated Coca-Cola polar bears reacted in real time
to events happening during the game and the ad breaks, including
placing their hands on their hearts during a patriotic Chrysler commercial
and even leaving their seats during a Pepsi spot.
The user experience was enhanced on social channels too: the
bears took over Coke’s Twitter account and interacted directly with
fans, answering questions and sharing pictures. Sharable highlights
of the bears’ antics were uploaded to YouTube and Facebook,
and the brand also streamed the bears’ reactions live via a
Facebook app.
Extending dwell times well beyond the TV spots, nine million consumers
engaged with the bears for an average of 28 minutes and
Twitter followers grew by 38% during a four-hour period. Contagious
issue 30.
www.cokepolarbowl.com
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf