NEW YORK – Call it the “second-screen” Super Bowl.
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. So, for Sunday’s game, companies from Coke to Chevy are trying to reach fans on all the “second screens” they have.
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.”
Advertisers have big incentives to stand out. With more than 111 million viewers expected to tune into the game, the Super Bowl is by far the biggest stage for marketers. It’s also not cheap
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