Super Bowl 2012 commercials use Web, mobile technology to further engage viewers

Super Bowl 2012 commercials use Web, mobile technology to further engage viewers

Super Bowl 2012 (XLVI) featured a host of advertisements from movie trailers to uniquely creative commercials selling cars.

In case you happened to miss a few, which is very likely during any Super Bowl no matter how attentive one is, you can always brush up and watch all of the commercials online now afterwards. For Super Bowl 2012, you can watch all of them here on Mashable, or on (for all of the past years combined).

It's nice now that viewers have this standard option to also see the commercials again after the main event has ended. They are arguably some of the most creative works of advertising on television all year, and even though they're just ads for products, they really are fun entertainment (most of them, anyway). And it's an equal win for the companies that spend lots of money to create them for the one special day of the Super Bowl, as many times viewers will want to actually go back and re-watch them.

Many companies are even putting the commercials up for earlier viewing on the Internet, up to a week before the Super Bowl for audiences to watch. This is another advantage of modern advancement of Web video advertising. They now traverse the traditional broadcast-only commercial, and instead now have a lasting cultural impression across all Web media to stay with the viewers. If you think about it, this has only become the trend in a the last few years or so.

Some, such as the Ferris Bueller Honda ad that captured a special place in Chicagoans' hearts have a longer, extended version that was released both a week earlier than the Super Bowl, since they could only put so much of the full version up for viewing during the limited time-frame of a Super Bowl ad slot.

There was a recent study done by InMobi that examined how the Super Bowl 2012 viewers used their mobile devices more this year, 40%,  in response to some of the commercials. This is more than previous years.

For Super Bowl 2011, I wrote an article that described how social media was being used and taken advantage on to further tie into Super Bowl commercials, and expand their reach for much longer and wider than one small time slot during the Super Bowl.

This year, the Audi vampire party commercial took advantage of this and had a good social media viral marketing effect going for it as it used a creative buildup of using the current mainstream obsession on vampires. Then added in a simple Twitter hashtag (#SoLongVampires) at the end to keep the conversation flowing among the large amount of people using Twitter using the social media service the night of, and even continuing after the Super Bowl night.

The Chicago Tribune has also recently getting more on-board with providing an online video portal for some of the Super Bowl commercials to watch after the game day. They also have some actual Super Bowl game coverage and a look into some of video from the halftime show itself in the Art & Entertainment section of CTV (Tribune's video portal).

So, for those who missed out on a commercial, or are wanting to go back and relive some of the funny or more cultural moments of the Super Bowl 2012 (XLVI) commercials and ads, please feel free to visit the links listed above. For some analysis and coverage of the Big Game itself, well, go to a sports Web site for that. This is a technology and new media blog, after all!


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