ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Why T-Mobile chose mobile streaming over television for Super Bowl ad

T-Mobile placed a big bet for this year?s Super Bowl as it rolled out the first original advertisement created for NBC's mobile streaming application, suggesting that ads for mobile platforms dedicated to streaming live events may offer untapped potential for marketers.

The T-Mobile ad, featuring actor and comedian Rob Riggle, appeared during the Super Bowl livestream on NBC in the NBC Sports Live Extra tablet app and on the channel?s Web site. The mobile communications brand cited research results from the Consumer Electronics Association as a catalyst for developing the mobile ad, as the survey displayed that more than half of millennials prefer to view television programs on a device other than a TV.

?We're at the point where mobile's dominance in people's lives can't be ignored,? said Doug Rohrer, chief strategy officer of Kargo, New York. ?There is too much data showing a retreat in TV viewership and even desktop activity.

?So it makes sense that marketers are trying to get ahead of an uber cultural event like the Super Bowl with a strong mobile strategy.?

Hitting consumers on mobile
The Super Bowl may be synonymous with the year?s best advertisements on television, but brands and marketers seeking to stand out from the competition should be considering other channels of communication to leverage to hit fans while they watch a massive live event such as the Super Bowl.

Social media will certainly be abuzz during the game, possibly leading viewers to abandon their televisions completely and engage entirely with the event via mobile.

T-Mobile acknowledges that millennials are constantly Tweeting, Skyping, posting and pinning on their smartphones or tablets, therefore prompting the brand to select a medium for their ad that will resonate best with the target demographic.

The 30-second mobile ad features Rob Riggle standing in an office kitchen, conversing with a colleague, with a vulture perched on his shoulders. When asked about his animal companion, Mr. Riggle responds that the vulture was sent by his wireless carrier to scavage whatever data he does not use.

His colleague then responds by saying that T-Mobile lets her keep the data she pays for, as part of its Data Stash program. Mr. Riggle promises to look into that, only to be disrupted by the vulture destroying the kitchen and saying it is ?not going to happen.?

However, while T-Mobile is taking a risk by catering to mobile streaming, it is still marking its spot in television with two celebrity-centric advertisements to be played during the broadcast of the game.

"As critical as mobile is to a brand's marketing approach, the platform is still evolving,? Mr. Rohrer said. ?The smart brands are testing and tinkering with new approaches and products that fit into a well-balanced advertising plan.?

Playing up social
T-Mobile is continuing to rely heavily on social media. Its Super Bowl ad starring Kim Kardashian West received over eight million views on YouTube prior to Sunday?s game.

Viewers that watched the ad can also explore Ms. West?s Data Stash online and receive access to her exclusive photos if they sign in to their Twitter accounts. T-Mobile hopes to essentially create a social media event that goes beyond Game Day.

A second television spot, featuring comedians Sarah Silverman and Chelsea Handler, also aired during the game.

While mobile has been more frequently leveraged as a second-screen, additive experience to television programs or live events, T-Mobile?s move suggests that marketers should begin to consider it as a primary screen experience.

"Live events have always provided great moments for spectators, and therefore marketers have followed,? Mr. Rohrer said. ?As long as brands are attune to understanding how and where their customers consume media and are respectful of that experience - and perhaps even try to enhance it - they'll find success.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York