Super Bowl ads target smartphone users

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Thursday, February 02, 2012

Super Bowl advertisers are reaching out to consumers on their "second screens" of tablets and smartphones.

About two-thirds of smartphone and tablet owners use their gadgets to do things like text or post on Twitter while watching TV, according to research firm Nielsen. 
Chevrolet rolled out the first Super Bowl smartphone app that allows Big Game watchers to enter a contest to win everything from pizza to a new Camaro. Kia is the first company to show its Super Bowl ad ahead of the game in movie theaters. And Coca Cola set up a Facebook page and website so viewers can see its animated polar bears — one cheering for the New England Patriots and the other for the New York Giants — reacting to the game in real time.
“The world is changing,” says Pio Schunker, Coca Cola’s vice president for creative excellence. “We needed to come to the party with something new and different.”

Read more at The Register-Guard.

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