2/6/2013

B2B marketers can learn from how B2C brands such as Oreo, GoDaddy and Coca-Cola used mobile during this year's Super Bowl telecast, writes John Koehler. Oreo's spot about a library fight ended with a decisive "cookie" or "cream" call to action tied to Instagram, and the Coke Chase, in which voters determined the ending of a commercial, used gamification techniques that resulted in strong viewer response. Oreo's follow-up graphic on Twitter during the Super Bowl's prolonged blackout showed the benefit of "monitoring and being proactive with mobile trends," Koehler writes.

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