May 2014

Mobile Goes to the Game!

In the Scrimmage Moment with Mobile

Sally Joubert - Luma James Burge - Research Now Mobile

Insight. Create. Inspire.

The Asia-Pacific Mobile Landscape

Even in these exciting advertising times there is still the perception that ad research is boring,

expensive, & time consuming….and let’s face

it very traditional

So we wanted to see what mobile could do to

change this…

Research Goes Mobile – Dubreuil and Joubert 2012

What we know so far…

You can measure

emotional andrational responses

to advertising

anywhere, anytime.

Ad testing works on mobile

We wanted to know more….

particularly about in the

moment researchWhat can

mobile add to your survey?

How do we use it to measure advertising in the moment?

People consume media

in different ways to

how they think/plan.

What can “sitting”

beside them add to the insights gathered?

What we did…..

Pre- and post- series

online survey

Mobile survey

during each game

What we did…..

in game two

uploaded a photo in game one and38%

34%

69%

76%

of game 1 participated in game 2 survey and

in game 3 survey

What we found…..High

participation• Media Uploads• Repeat respondents

Holden VB GIO AAMI XXXX JEEP

Pre Series Post Series

BrandBrand Love measured in the traditional

pre-post way shows little differenceWhat we found…..

Holden VB GIO AAMI XXXX JEEP

Non Rugby Fan Rugby Fan

BrandWe know from our pre-survey that brand

love is higher with rugby league fansWhat we found…..

Love for

Holden

consistent

throughout

the series

Brand love for

AAMI and GIO

was generally

lower during

the game

But look at the depth we get when we go mobile

during the games…

Me

an s

core

Holden GIO AAMI

What we found…..

Game 3

0

15

30

45

60

Excited Happy Positive

Mobile can also identify feelings without asking questionsWhat we found…..

What we know so far…Being in the moment

provides a very clear picture of what

people are thinking and feeling. Using the phones video,

photo and GPS adds even more.

• Mobile reaches the hard to get

• Participation and engagement is high even amongst the passionate sports fans

• Mobile fills in the gaps left by traditional approaches

• Images can replace words

Mobile can help deliver faster,

betterand cheaper

Mobile can do advertising research in the moment. But can it do it faster and smarter?

Areas to Explore

Can we go with fans to the

Super Bowl like we have to other

major sporting events?

Does“in the moment” provide an option for

long cumbersome post studies i.e. can Mobile

be used as a quick track and learn?

Can crowds predict

what will happen?

What doesit add?

What is missing?

So what did we do?

A 3 minute mobile surveyjust as the game finished

Followed by an

in-depth online interviewcompleted over 2 days

In that time we had measured the

effectiveness of 50 of the Super

Bowl ads

This is

significantlyquicker than the typical 24 hour

window for online

45%response rate

IN THE 2 HOURWINDOW AFTER

THE GAME

What we foundWithin hours of the game finishing we had a clear picture of which ads were winning the hearts and minds of the fans.

Super Quick Top 10 Scoreboard

1. Budweiser ‘Puppy Love’

2. Budweiser ‘Hero’

3. Coke ‘America is beautiful’

4. Doritos ‘Time Machine’

5. Cheerios ‘Gracie’

6. RadioShack ‘80’s’

7. Chrysler ‘America’s Import’

8. Wonderful Pistachio

9. Bud Light ‘Epic Night’

10. Dannon Oikos ‘The Spill’

What we found We also had some solid predictions about memorability and shareability…from the crowd.

Memorability Shareability

1. Budweiser ‘Puppy Love’

2. Budweiser ‘Hero’

3. Bud ‘Epic Night’

4. Audi ‘Doberwawa’

5. Doritos ‘Time Machine’

1. Budweiser ‘Puppy Love’

2. Bud ‘Epic Night’

3. Audi ‘Doberwawa’

4. Doritos ‘Time Machine’

5. Budweiser ‘Hero’

The resultsPredictions

Mobile adds speed and reach and an element

of fun!!

The researchers wrap up…

Insight. Create. Inspire.