SuperBowl Ads Go Mobile

Omnicom-owned mobile agency ipsh! is running mobile campaigns for two big US advertisers off the back of their advertising in this years SuperBowl, which takes place this Sunday. The campaigns embrace text-in, branded ringtones, mobile video commercials and text voting.
For Anheuser-Busch, ipsh! has developed a real-time voting promotion for fans who register at the Budweiser website.  Consumers will be able to send their votes via SMS to voice their opinions on Budweiser commercials as they air.  At the end of the game, participants will be given access to a bonus commercial on the website. Some will be able to see the Budweiser ads on their mobiles.
Pizza Hut is taking a more covert approach, embedding hidden codes in its commercials for viewers to text into the shortcode 843488 (THEHUT). Participants have a chance to win everything from free music downloads to cars.
“We all know most people watching the game will have their cell phones handy,” says ipsh! CEO Nihal Mehta. And with close to a billion people watching, its a prime opportunity to make a connection that lasts longer than 30 seconds.”
Since it launched six years ago, ipsh! has provided integrated mobile marketing campaigns for 60% of all publicly-traded US media firms in the Fortune 100, delivering over 1,000 campaigns for companies including Warner Bros, ABC, EMI and McDonalds.
This will be the first year that viewers will have two remote controls… the one in their hand, and the one in their pocket” says Mehta.