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."

Rick Hahn, White Sox prepared to make more 'painful decisions' if the price is right

Rick Hahn, White Sox prepared to make more 'painful decisions' if the price is right

That Jose Abreu and Yoan Moncada have reunited is a nice story, but it won't dramatically change the mindset of the rebuilding White Sox, who earlier this week demonstrated they aren't messing around.

Abreu said in a statement issued by the White Sox on Friday that he's "very happy" about the prospect of again playing alongside Moncada, who played 12 games with the star slugger in 2012 for Cienfuegos in the Cuban National Series. Moncada, 21, is the centerpiece of a four-player package acquired from the Boston Red Sox for Chris Sale on Tuesday, a toolsy infielder who MLB.com has rated as the No. 1 prospect in baseball.

While the concept of Abreu mentoring Moncada has plenty of merit — the first baseman's work ethic is outstanding, and he's beloved by coaches and teammates — don't think the White Sox would hesitate to trade him if someone paid the right price. White Sox general manager Rick Hahn just spent four days at the Winter Meetings discussing how a team that just traded away its best pitcher and position player remains open to listening to all offers and is prepared to do what is must to get the franchise healthy again. 

"We're extremely open-minded on ways to continue the process that we started," Hahn said earlier this week, adding that the White Sox "have to make some painful decisions."

The White Sox have grown tired of never having all the pieces — or even more than a few — to fill the holes created by injury, poor performance, etc. They want to be flush with young talent and essentially have said anything that isn't nailed down at Guaranteed Rate Field is available with the exceptions of Tim Anderson and Carlos Rodon.

The team wants to cash in on the chips it possesses.

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While they don't have a ton, the few the White Sox have could help expedite a rebuild process as the Sale and Eaton trades have shown. Those deals brought back seven players, including three who played at the big league level last season (Moncada, Lucas Giolito and Reynaldo Lopez). Some of those players potentially would start 2017 in the big leagues, and that possibility increases the internal value of Abreu and starting pitcher Jose Quintana, who is equally revered among teammates and coaches for his dedication and team-first mentality. 

Having those young players see firsthand what it takes to excel in the majors from veteran teammates is invaluable. Abreu, who arrived in the United States from Cuba in late 2013, addressed that point in his statement about Moncada, who signed with Boston in 2015.

"Moncada is a five-tool player," Abreu said. "He really has everything needed to succeed, and I know that with the proper guidance of veteran players and coaches with experience he can become an All-Star caliber player."

"He is going to make a huge impact in the White Sox organization, and both the fans and the team will be thankful.

"I already spoke with him to welcome him to the team. I told him that I'm going to be there for him for everything that he needs on and off the field."

In a conference call Wednesday, Moncada said he's "thrilled" to once again play with Abreu. Whether they will hasn't yet been determined.

When asked about Moncada's 2017 starting point earlier in the week, Hahn said the 21-year still needs to develop. Moncada appeared in eight big league games last season for Boston and struggled with contact, striking out 12 times in 20 plate appearances. But that promotion came after a meteoric rise through Boston's farm system, an aggressive path that included only 45 games played above High-A. Nothing has been announced, but it appears Moncada will receive an invite to big league camp next spring and be seated near Abreu in the clubhouse. 

Still, Hahn sounds like he intends for Moncada to spend much of 2017 refining his approach in the minors. He also has demonstrated he is willing to dig deep and make more painful moves if it betters the team in the long run, all of which means the White Sox wouldn't hesitate to trade Abreu or Quintana if they get what they want.

Fantasy Football Fix Podcast: Week 14

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Fantasy Football Fix Podcast: Week 14

Host Slavko Bekovic with Scott Krinch, Tony Andracki, Glynn Morgan and Paul Aspan get you ready for Week 14 of Fantasy Football. As most fantasy leagues begin their playoff rounds, the CSN Fantasy crew breaks down the hot button issues and who to rely upon for win-or-go-home scenarios.

Listen to the latest Fantasy Football Fix Podcast.