With a steep $4 million price tag for a coveted television spot this year, expectations were high for brands to weave mobile and social elements into campaigns to bring additional interaction to their campaigns. Although some brands such as Oreo successfully incorporated mobile, there were plenty of others that missed the mark.

Although mobile's role as a multitasking device continues to grow with TV, mobile calls-to-action on TV ads do not make sense for every brand, depending on the campaign's message and demographic. However marketers who completely ignore the second-screen experience miss out on big opportunities to turn a 30-second ad into a long-term, one-on-one relationship with consumers.

?I think the majority of this activity last night happened on mobile devices,? said Lora Schaeffer, executive director of social at Resource, Columbus, OH.

?We know the majority of Twitter activity comes from mobile and Instagram, which is native to a mobile experience,? she said.

?There were quite a few commercials that layered experiences using IntoNow and Shazaam, but I think these are still experiences that may not resonate with the typical, non-technology user. The second-screen winner really appeared to be Twitter as phones across America lit up the Twittosphere during the Beyonce halftime show and again during the blackout.?

Here is an overview of how brands integrated mobile into their advertising campaigns this year. TV spots that lacked a mobile call-to-action but could have benefited from including the channel are also included.

Paramount Pictures
Earlier this year, Paramount Pictures released an application for the upcoming "Star Trek Into Darkness" film as a way to build up hype for the release (see story).

During the game, fans could sync the app with the film studio's TV commercial. Using audio recognition, the app recognized that a consumer was watching the ad to unlock a video teaser for the film. App users can also get exclusive tickets to the film before it is released.

The app sent out a push notification to consumers before the game began as a reminder for users to interact with the app during the game.

After the spot aired, app users were also directed to the http://www.startrekmovie.com site to unlock the content.

Not only does the campaign combine mobile and TV, but it also gets consumers to use the app multiple times leading up to the May premiere of the film.

Oreo
Mondelez International's Oreo played up mobile photo sharing and social media in its ad campaign.

The commercial features consumers battling it out between which part of an Oreo is the best ? the creme or the cookie.

The end of the commercial prompts users to pick for their favorite by following Oreo on Instagram, where the brand rapidly racked up 37,000 followers at the time of press as a result of the TV spot. Before the commercial aired, Oreo reported that it had 2,200 followers.

With consumers taking and sharing photos from their smartphones and tablets, Oreo took an emphasis on social media that many brands have with Super Bowl marketing to the next level by specifically focusing on a mobile-only platform.

NFL
The National Football League used calls-to-action during its broadcast on CBS to build its SMS database.

Throughout the game, consumers were prompted to text keywords such as MVP and REWIND to the short code 55171.

For example, one on-air shout out encouraged users to text in MVP to vote for the Super Bowl XLVII game. Consumers were then sent back a message with a link to a mobile site that let users cast their vote and receive further messages from the NFL in the future, which helps the organization establish a longer term relationship with sports fans.

Lincoln
Automaker Lincoln premiered a TV spot that highlighted its partnership with comedic Jimmy Fallon.

Lincoln teamed up with Mr. Fallon as part of a bigger company rebranding on a crowdsourced commercial that promotes the car company's MKZ sedans.

Consumers could tweet at the comedian with the hashtag #SteerTheScript to tell the story of Lincoln's rebranding. The top five tweets were aggregated into a 90-second Super Bowl spot.

Social plays a big role in mobile's success during TV advertising with consumers often turning to their handsets as the first device to learn more about a brand.

Therefore, Lincoln is smart to create a campaign solely around tweets to get consumers talking about the brand online during the game, most likely from smartphones and tablets.

A call-to-action at the end of Lincoln's 30-second spot encourages consumers to visit http://steerthescript.com, which is optimized for mobile devices. The microsite lets users watch the full 90-second video, see what others are saying about Lincoln on Twitter and learn more about the MKZ.

Samsung
When it comes to manufacturers, Samsung tends to be aggressive with its TV marketing.

For its Super Bowl ad, the company enlisted comedians Paul Rudd and Seth Rogen in a spot where both vie to be Samsung's "next big thing."

After pitching ideas on how to market the Galaxy S III phone to consumers, both actors are left in the cold when basketball player Lebron James wins the coveted spokesman spot.

To support the ad campaign, Samsung ran mobile banner ads on the ESPN and CBS mobile sites and The Weather Channel's iPhone application during the game to drive YouTube views.

Axe
Unilever's Axe tied its TV advertising with a time-sensitive Web sweepstakes to help promote a new product.

During the spot, a lifeguard rescues a woman from the ocean. Once she is safe on the beach, she runs towards an astronaut, which represents Axe's new Apollo line of personal care items.

A call-to-action prompts users to visit https://www.axeapollosweepstakes.com/ before midnight on Feb. 3 for a chance to win a trip into space.

All of the campaign's content is optimized for mobile devices and asks users to fill out a registration form to enter the sweepstakes. In addition to signing up for the sweepstakes, the microsite also encourages users to sign up for email offers, which helps Axe build its database as part of a campaign that marries traditional TV marketing with digital components.

Additionally, content can be shared via social networks such as Google + and Facebook, when users are presumably talking about the commercial and brand during the game.

Pepsi
Pepsi used TV ads during the Super Bowl to push Pepsi Next ? a low-sugar and calorie soda.

Through a series of spots ? including one that pokes fun at competitor Coca-Cola ? the ads are aimed at showing how the soda has the same taste as full-calorie drinks.

A call-to-action at the end of the commercial drives consumers to https://www.pepsinext.com/ for a free coupon on a two liter bottle of Pepsi Next. Content is optimized for mobile devices on the site and pushes Facebook, Twitter and YouTube interactions with buttons.

Although the coupon entices consumers to take an additional interaction, a SMS call-to-action might have been more effective than a URL.

By using SMS, Pepsi could build a longer one-on-one relationship with consumers to marry its TV and digital initiatives. Additionally, a simple keyword and short code is easy for consumers to remember and can be used for on-the-spot coupon redemption.

Cars.com
Similar to past years, Cars.com highlighted its mobile products in a TV spot this year to show how car shopping is a no-drama experience.

The ad features a couple that is car shopping and uses Cars.com on a smartphone to aid in their car-buying experience.

The couple is convinced that car shopping should be harder, so they are handed a baby wolf while its protective mother watches.

The end of the commercial drives home the message that car shopping should be easier and directs users to the company's Web site.

Although mobile is not spotlighted as much as it has been in the past, the company is still smart to show how consumers nowadays rely on multiple devices in the car shopping process.

Priceline
Priceline used its Super Bowl TV ad to tout mobile booking.

The ad featured long-time spokesman William Shatner with his daughter, who is played by actress Kaley Cuoco.

The premise of the ad is to show how easy it is to use smartphones and tablets to find last-minute deals on Priceline without bidding.

A second 30-second spot from Priceline features Ms. Cuoco showing a consumer how Priceline's Express Deals services works on a tablet.

Given online travel agencies move to mobile platforms to keep up with travelers booking trips while on the go, it is no surprise that mobile plays a key role in Priceline's marketing.

In fact, a recent study from Priceline found that 42 percent of consumers waited until 5 p.m. on New Year's Eve to book a hotel for the evening (see story).

Jack in the Box
Jack in the Box integrated Shazam into its TV spot to promote its Hot Mess burger.

The ad is set up as a rock video modeled after an '80s hair band, and consumers who use the Shazam app in conjunction with watching the ad can unlock the full music video.

Additionally, the Shazam Jack in the Box tag lets users find the nearest location, test their drum skills and download wallpapers by clicking on links that direct to Jack in the Box's mobile site.

Combining mobile and TV is a great way for Jack in the Box to show off its newly relaunched mobile site and add some interaction to its ads.

E*Trade
E*Trade again ran a 30-second spot to promote its services by using a baby to show users how they can save on investment fees by using the company's services.

The commercial shows users what they could throw money away on instead of investment fees, including lavish trips and parties.

The spot then urges consumers to visit https://us.etrade.com/home to save money.

In addition to Web services, E*Trade also has a comprehensive set of mobile services. The company offers SMS, applications and a mobile site, and the brand could have benefited in driving consumers to these channels in addition to its Web site.

Financial and investment institutions are one of the main industries that have used TV spots to promote mobile, and E*Trade could be missing out on a big opportunity by not including a call-to-action.

Century 21
Similarly to Priceline, real estate company Century 21 also used its TV spot to highlight its mobile services.

The short commercial takes place at a wedding with a young couple that is looking for their first home. When the groom gets nervous about moving in with his bride-to-be's in-laws, a wedding guest is able to use their smartphone to find nearby home listings for the couple to check out.

Additionally, a call-to-action at the end of the spot encourages users to visit http://www.century21.com/ to learn more.

However, the site is not optimized for mobile devices and users have to pinch and zoom to read content.

Although it is a smart move to flaunt its on-the-go services when consumers are away from their desktops and laptops, Century 21 could have followed through by directing users to an optimized site to make the ad more effective.

BlackBerry
BlackBerry bought a TV spot during the game to show off its new BlackBerry 10 operating system and the Z10 smartphone.

The ad is centered on showing what the BlackBerry smartphone cannot do. For example, as a consumer starts to use the device, he bursts into flames and narrowly escapes being hit by a car, neither of which the BlackBerry Z10 smartphone can help with.

Given BlackBerry's stiff competition in the industry with Google, Apple and Windows, the ad misses the mark with convincing consumers to try the new smartphone.

BlackBerry is already in a tough spot in the market with declining sales and marketing interest over the past few years. Therefore, the company should be touting new features of the phone that give it an edge over its competition instead of focusing on what it cannot do.

The end of the ad features a call-to-action for consumers to visit http://www.blackberryz10.com/ to learn more about the phone's features.

?It's a media company's goal to become a second-screen experience during a live event, and the same is true with advertiser,? said Chris Rattey, director of product at Boston.com, Boston.

Rattey helped oversee Boston.com's Brand Bowl 2013, which measured social media engagement on Super Bowl ads.

?I think that's why you found so many pre-released advertisements this year online to generate buzz,? he said. ?And as ads were displayed during the Super Bowl, some brands released an extended version shortly after on YouTube.?
 
?The hashtag is such a mobile stamp, and vital for everyone in the media game. In most campaigns, whether it's content or advertising, it's always about mobile-first. You need to provide an experience that readers can access immediately ? one that sticks with them. The hashtag is the connection and the aggregator. So when you get that into the social mix and in someone's feed, and it's shared, it's like a train that picks up passengers and holds on to them. It's quite fascinating to watch a hashtag go viral.?

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York