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."

Related Summaries