The whole field is getting a lot of buzz these days, from startups like Miso and GetGlue, to high-profile initiatives at this year’s Super Bowl that included a branded app from Chevy and Coca-Cola’s interactive Polar Bear experience on Facebook.
I have not seen solid figures on viewer engagement with the Chevy app, but the fact that GM announced last month it will sit out Super Bowl 2013, it stands to reason the initiative wasn’t a touchdown.
Coca-Cola’s experience, however, was another thing entirely. At last month’s Social TV conference, Coca-Cola revealed some astonishing engagement figures for its Polar Bowl. Turns out that while Coke thought they’d engage a couple million people for an average of 2.5 minutes, the Bears – which reacted in real time to the game and even Super Bowl spots from other advertisers – attracted 9 million viewers who spent an average of 28 minutes with the brand.
In the conclusion of our spring Mobile Roundtable, Dorrian Porter, CEO of longtime roundtable sponsor Mozes; Julie Fajgenbaum, vice president of brand and social media for American Express; and Rachel Pasqua, executive director of mobile marketing for Organic weigh in on the efficacy of various forms of branded social TV experiences, and prospects for the future.
ALSO LISTEN TO:
MOBILE ROUNDTABLE (PT 1): JULIE FAJGENBAUM – HOW AMEX BANKS ON MOBILE MARKETING
MOBILE MARKETING ROUNDTABLE (PT 2): ORGANIC’S RACHEL PASQUA – KIMBERLY CLICK, SPECIALIZED BICYCLES RAMP UP MOBILE MARKETING
MOBILE MARKETING ROUNDTABLE (PT 3): MOZES ROCKS THE MOBILE REVOLUTION
MOBILE ROUNDTABLE (PT 4): FACEBOOK’S MOBILE CHALLENGE POST IPO