A new angle for Super Bowl advertisers

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A new angle for Super Bowl advertisers

From Comcast SportsNet
NEW YORK (AP) -- 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 -- NBC is charging an average of 3.5 million for a 30-second spot. And the competition is fierce: there will be more than 70 TV ads during the Super Bowl battling for attention. To create buzz, it's no longer enough for marketers to simply get people talking at the water cooler the morning after the game. They also want to engage the people who like reacting to big events like the Super Bowl by posting on Twitter or Facebook or texting their friends, says David Berkowitz, vice president at digital marketing agency 360i. "People are glued to their digital devices, sometimes sharing far more that way than they are with others in the same room," says Berkowitz, whose firm created Coke's online Super Bowl campaign. "Being social means something very different now." About a dozen companies have put up their Super Bowl spots on video-sharing website YouTube this year, up from a handful last year. The amount companies have spent on sponsoring Youtube's Ad Blitz, a site for Super Bowl ads, has doubled compared with last year although it declined to say by how much. And in another sign that marketers are trying to engage viewers over social media web sites: USA Today's Ad Meter, which ranks the popularity of ads, is for the first time allowing viewers to vote for their favorite spot on Facebook. "This year, we're seeing a whole new level of social media activity for Super Bowl advertisers," said Tim Calkins, clinical professor of marketing at the Kellogg School of Management at Northwestern University. This is the first year that advertisers have tapped into the growing number of users of iPhones and other smartphones during the Super Bowl. In its ads, domain-name hosting site Godaddy.com will feature a QR code, a black and white two-dimensional code that people can scan by putting their smartphones up to the TV so they can go to the company's website. This is a first for a Super Bowl ad. Chevy's free smartphone app for the Super Bowl, called Chevy Game Time, allows people to enter a contest to win prizes from Chevy and other Super Bowl advertisers, including Bridgestone and Motorola. Users also will get a code. If the code matches the license plates in Chevy ads during the game, they win one of 20 cars being given away, including the Camaro, Silverado and Sonic. App users can also answer trivia questions or polls to win prizes. Other advertisers are going after the laptop and tablet crowd. As part of Toyota's Super Bowl campaign to showcase its "reinvented" Camry, the company is asking Twitter users to use the hashtag, or search term, "(hash)Reinvented," to post or "Tweet" about what other kinds of products should be reinvented. Some will get a response back with an illustration of the "reinvented" product. Volkswagen released a teaser of its 60-second Super Bowl ad on YouTube.com. The ad, which shows dogs in "Star Wars" costumes barking the "Imperial March" song, was released on the site on Jan. 18 and has 10 million views. Volkswagen also created a dedicated Super Bowl on its Facebook page. For all their attempts to reach people on their "second screens," Calkins, the marketing professor, says advertisers won't know what works until Game Day. "The question is which of the advertisers will really manage to connect on the day of the Super Bowl," Calkins said. "It's never entirely clear which ones are going to stand out."

MLB commissioner Rob Manfred open to idea of Cubs hosting All-Star Game at renovated Wrigley Field

MLB commissioner Rob Manfred open to idea of Cubs hosting All-Star Game at renovated Wrigley Field

PHOENIX – Rob Manfred is open to the idea of an All-Star Game at a fully renovated Wrigley Field, but the Major League Baseball commissioner won't make any guarantees about the 2020 target date the Cubs have proposed in a joint lobbying effort with Mayor Rahm Emanuel's office.

"I'm not going to get into specific years," Manfred said Tuesday during a Cactus League media event at the Arizona Biltmore. "Because there's a number of clubs – we're fortunate – that have interest in particular years. And I don't want to say anything that would suggest that I'm anywhere near making a decision."

During last month's Cubs Convention, president of business operations Crane Kenney expressed optimism in a Super Bowl-style bidding process, and not the old way of simply alternating the showcase event between the American and National leagues each year.

The Cubs will point to their starring role in a World Series that beat the NFL's "Sunday Night Football" in head-to-head TV ratings and saw more than 40 million people tune in for Game 7. By 2020, the $600 million Wrigleyville development is supposed to be finished, and Emanuel helped broker the deals that moved the NFL draft to Chicago the last two years after a long run at New York's Radio City Music Hall.

"I will say this: A renovated Wrigley Field would be a great location for an All-Star Game," Manfred said. "Chicago is a great city. And over time, we have tried to go to cities that would be great locations for the game – and to reward cities that had made substantial investments in either new or renovated facilities."

The Cubs still see potential roadblocks, needing City Hall's help with an increased security presence around an urban neighborhood ballpark that hasn't hosted the Midsummer Classic since 1990.

Kenney also acknowledged that All-Star Games have been used as bargaining chips in public negotiations in cities like Miami and Washington – Marlins Park (2017) and Nationals Park (2018) will make it four straight All-Star Games for NL stadiums – while the Ricketts family used private mechanisms to fund the project after striking out on other proposals. 

Nemanja Nikolic channels his inner MJ in jersey number

Nemanja Nikolic channels his inner MJ in jersey number

Jersey numbers can be a big deal in soccer. Who is the team's No. 10? Who is the No. 9?

Nemanja Nikolic, a forward who joined the Chicago Fire this offseason as a Designated Player, didn't have the choice of either number that is famously associated with marquee attacking players because both were taken by returning players on the Fire. Instead, he landed on a number more famous in Chicago sports than in soccer.

Nikolic will be wearing 23.

The Fire announced the jersey numbers for the 2017 season with Nikolic's 23 a part of the list. Every returning player kept the same number as last season.

It goes without saying that wearing the No. 23 in Chicago comes with an extra bit of notoriety. Ever since Michael Jordan donned the No. 23 for the Chicago Bulls, it has been a common sight to find the best player on a Chicagoland high school basketball team wearing No. 23. That doesn't translate to the world of soccer, but in Chicago fans will notice.

A spokesman for the club said the number was more coincidence than intentional MJ reference, but if Nikolic has a good season don't be surprised to see signs at Toyota Park referencing Nikolic's jersey number.

In the preseason some of the players have been wearing different jersey numbers from what they will in the regular season. Nikolic has been wearing No. 9 in preseason matches.

Here is a list of the other newcomers and the numbers they will be wearing:

Jorge Bava: 1

Dax McCarty: 6

Djordje Mihailovic: 14

Juninho: 19

Daniel Johnson: 20

Stefan Cleveland: 30