Twitter hashtags were the most widely used mobile tie-in appearing on ads in Sunday's Super Bowl telecast. One spot featured a prominent SMS short-code, but observers noted that responses from the marketer were slow to arrive. The jury is still out on the use of audio-tagging service Shazam in ads. Hipcricket chief marketing officer Jeff Hasen said, "With about half the ads including the Shazam prompt, no one spot stood out for including it."
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