Interactive social platform provider Livefyre is attempting to make the Super Bowl a little more social with a new application called the Super Bowl NewsHub that will provide real-time interactive content to fans as they watch the game.
Built on Livefyre’s interactive social platform Streamhub, NewsHub is designed to aggregate real-time digital and social content related to the Super Bowl, including tweets and blog comments from other fans as well as players and commentators. It also includes pictures and the actual commercials. A live chat feature will allow fans to chat with each other in real time from any location, and users can also enter content directly into the NewsHub feed.
Livefyre NewsHub is compatible with iOS, Android and Web devices and is built on a compilation of Livefyre widgets and APIs. Livefyre says the source code will be released to all Livefyre customers for use on their own sites immediately following the Super Bowl.
Playing the Social Game
Livefyre is hardly the only IT or communications entity trying to capitalize on consumers’ increasing willingness to turn live TV events into multichannel experiences. As reported by CBS News, other social and digital applications consumers can use to extend their Super Bowl viewing experience include a free live online content stream from CBS Sports (CBS is broadcasting this year’s game), live interviews and advertisements on NFL.com, and a number of Super Bowl-related Twitter hashtags and Facebook pages from the San Francisco 49ers, Baltimore Ravens, NFL, CBS and Getty Images, among others.
Advertisers Reach Out Digitally
The Livefyre NewsHub may sound interesting to consumers who will view the game, but it also should be of great interest to advertisers. The Super Bowl is well-known as the year’s single biggest TV advertising opportunity, and as CMSWire reported, advertisers are increasingly crossing channels to reach Super Bowl viewers on as many platforms as possible.
According to 1-to-1 Media, this year’s Super Bowl advertisers will use geolocation, social media and near-real-time content to extend the reach and value of ads beyond TV. For example, while close to 25 percent of Super Bowl ads in 2012 did not feature any kind of social media crossover (such as Twitter hashtag, QR code, etc.), that percentage is expected to be substantially smaller this year.
In addition, 1-to-1 Media predicts some advertisers may try to build content around important plays shortly after they happen, citing an AT&T campaign during the 2012 Olympics that featured a gold medal performance from US swimmer Ryan Lochte moments after it happened. This type of extra digital and social content built around ads fits perfectly into the NewsHub experience, but advertisers will have to wait till Sunday to see whether consumers would rather interact with ads or with each other.