Qualcomm Inc.-owned mobile television service provider Flo TV Inc. launched its new ad campaign with three spots on CBS during the Super Bowl.

The ads were Flo TV?s first appearance in the Super Bowl and mark the first time that the mobile TV category will be represented on the most popular televised sporting event nationwide. Mobile TV is a growing category and Flo TV claims that its nationwide footprint that reaches some 208 million consumers nationwide.

?There?s no bigger platform than the Super Bowl for marketers to reach mass consumers,? said Jayne Hancock, vice president of marketing at Flo TV, San Diego. ?Around 100 million viewers tuned in over the course of last year?s game and this year?s game [was] expected to be the most-watched Super Bowl ever, according to some experts.

?It?s a great platform for introducing not just new brands but new categories as well, and we see this as a way to cross the chasm into mainstream consumer awareness,? she said.

?Our spots represent the first time the mobile television category [was] represented in the big game, and our effort to establish Flo TV as the mobile TV industry leader.?

Flo TV offers full-length simulcast and time-shifted programming from brands such as ABC, Adult Swim Mobile, CBS, Comedy Central, Disney Channel, ESPN, Fox, MTV, NBC Nickelodeon and SoapNet.

Flo TV partnered with ad agencies Magner Sanborn and Agency 3.0 for the Super Bowl campaign.

Ready for football
The Super Bowl serves as one of the best platforms for introducing not just new brands but new categories as well. Flo TV saw this event as a great launching point to cross into mainstream consumer awareness and help promote the concept of mobile TV.

Set to a contemporary remix of The Who?s ?My Generation? by Black Eyed Peas front man will.i.am, ?Moments? celebrates the shared experiences that unite us as a nation.

Will.i.am?s fresh twist on the lyrics helps underscore the ways in which different generations are affected by technology and, specifically, how people today interact with television programming.

The new track is available for purchase for $1.29 on iTunes, Amazon.com, Dipdive.com and TheWho.com, with all proceeds benefiting Oxfam?s Haiti Earthquake Response Fund.

The other ads will include appearances by Emmy-winning CBS Sports commentators Jim Nantz and James Brown.

?Injury Report,? featuring sports commentator Jim Nantz, aired in the first quarter. It takes a humorous look at a guy who accompanies his girlfriend on an endless shopping spree and the effects it takes it on him.

The spot shows how Flo TV?s Personal Television can help him stay connected to the game he is missing, a move that helps alleviate his failure to maintain possession.

Flo TV also aired a spot on CBS before the game.

In ?Long Drive,? CBS Sports Commentator James Brown brings peace to a family on a long trip by introducing them to the FLO TV auto entertainment service.

?We chose will.i.am, Jim Nantz and James Brown because they represent our target demo?sports enthusiasts, music lovers and consumers driving cultural shifts,? Ms. Hancock said. ?Will.i.am is a legend in the music business, a Grammy award-winning musician whose socially conscious and progressive work appeals to all generations.

?A devotee of technology, will.i.am consistently embraces new art forms to push into and explore new areas musically and visually,? she said. ?His work has an indelible impact on culture, and he represents the cultural shift that is occurring in our on-demand society.

?Nantz and Brown are two of the industry?s most-respected sports commentators who appeal to nearly every sports fan.?

Sports are a huge driver of viewership on Flo TV. This year the company is committed to delivering more than 3,000 hours of live sports programming.

Flo TV will also have an online microsite with multimedia content for consumer engagement.

?Our goal for the spots is to promote our mobile TV service as a whole, while at the same time spotlighting our direct-to-consumer initiatives,? Ms. Hancock said. ?Two of our spots feature the Flo TV Personal Television specifically, while we also highlight[ed] another of our direct-to-consumer products, the Flo TV Auto Entertainment system, in the third.

?We collaborated with Magner Sanborn and Agency 3.0, whom we?ve worked with in the past, to help us achieve our goal-driving awareness for the FLO TV brand, as well as the mobile TV category as a whole,? she said.

?We have a national, multi-platform advertising strategy?both offline and online?to drive awareness for Flo TV and the mobile TV category.?