Athletics

A new angle for Super Bowl advertisers

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A new angle for Super Bowl advertisers

From Comcast SportsNet
NEW YORK (AP) -- Call it the "second-screen" Super Bowl. About two-thirds of smartphone and tablet owners use their gadgets to do things like text or post on Twitter while watching TV, according to research firm Nielsen. So, for Sunday's game, companies from Coke to Chevy are trying to reach fans on all the "second screens" they have. Chevrolet rolled out the first Super Bowl smartphone app that allows Big Game watchers to enter a contest to win everything from pizza to a new Camaro. Kia is the first company to show its Super Bowl ad ahead of the game in movie theaters. And Coca Cola set up a Facebook page and website so viewers can see its animated polar bears -- one cheering for the New England Patriots and the other for the New York Giants -- reacting to the game in real time. "The world is changing," says Pio Schunker, Coca Cola's vice president for creative excellence. "We needed to come to the party with something new and different." Advertisers have big incentives to stand out. With more than 111 million viewers expected to tune into the game, the Super Bowl is by far the biggest stage for marketers. It's also not cheap -- NBC is charging an average of 3.5 million for a 30-second spot. And the competition is fierce: there will be more than 70 TV ads during the Super Bowl battling for attention. To create buzz, it's no longer enough for marketers to simply get people talking at the water cooler the morning after the game. They also want to engage the people who like reacting to big events like the Super Bowl by posting on Twitter or Facebook or texting their friends, says David Berkowitz, vice president at digital marketing agency 360i. "People are glued to their digital devices, sometimes sharing far more that way than they are with others in the same room," says Berkowitz, whose firm created Coke's online Super Bowl campaign. "Being social means something very different now." About a dozen companies have put up their Super Bowl spots on video-sharing website YouTube this year, up from a handful last year. The amount companies have spent on sponsoring Youtube's Ad Blitz, a site for Super Bowl ads, has doubled compared with last year although it declined to say by how much. And in another sign that marketers are trying to engage viewers over social media web sites: USA Today's Ad Meter, which ranks the popularity of ads, is for the first time allowing viewers to vote for their favorite spot on Facebook. "This year, we're seeing a whole new level of social media activity for Super Bowl advertisers," said Tim Calkins, clinical professor of marketing at the Kellogg School of Management at Northwestern University. This is the first year that advertisers have tapped into the growing number of users of iPhones and other smartphones during the Super Bowl. In its ads, domain-name hosting site Godaddy.com will feature a QR code, a black and white two-dimensional code that people can scan by putting their smartphones up to the TV so they can go to the company's website. This is a first for a Super Bowl ad. Chevy's free smartphone app for the Super Bowl, called Chevy Game Time, allows people to enter a contest to win prizes from Chevy and other Super Bowl advertisers, including Bridgestone and Motorola. Users also will get a code. If the code matches the license plates in Chevy ads during the game, they win one of 20 cars being given away, including the Camaro, Silverado and Sonic. App users can also answer trivia questions or polls to win prizes. Other advertisers are going after the laptop and tablet crowd. As part of Toyota's Super Bowl campaign to showcase its "reinvented" Camry, the company is asking Twitter users to use the hashtag, or search term, "(hash)Reinvented," to post or "Tweet" about what other kinds of products should be reinvented. Some will get a response back with an illustration of the "reinvented" product. Volkswagen released a teaser of its 60-second Super Bowl ad on YouTube.com. The ad, which shows dogs in "Star Wars" costumes barking the "Imperial March" song, was released on the site on Jan. 18 and has 10 million views. Volkswagen also created a dedicated Super Bowl on its Facebook page. For all their attempts to reach people on their "second screens," Calkins, the marketing professor, says advertisers won't know what works until Game Day. "The question is which of the advertisers will really manage to connect on the day of the Super Bowl," Calkins said. "It's never entirely clear which ones are going to stand out."

A's find two bright spots in tough shutout loss to Astros

A's find two bright spots in tough shutout loss to Astros

HOUSTON — Some losses go down tougher than others, and that’s true for Bob Melvin whether it’s April or whether it’s August and his team is playing out the string.

The body language and demeanor said it all for the A’s manager Saturday after a 3-0 loss to the Astros, in which Oakland didn’t advance a single runner past second base.

Houston right-hander Collin McHugh brought a 4.88 ERA into the game over five starts since returning from a shoulder injury. He wound up celebrating his first victory of 2017 after six stellar innings.

“He threw the ball good, (but) I expected us to score some runs tonight,” Melvin said.

The A’s were done in by five ground-ball double plays, including a game-ending 5-4-3 job from Ryon Healy, which was reversed on replay review after Healy initially was called safe.

“Those things are killers,” catcher Bruce Maxwell said. “It just didn’t roll our way today.”

So the A’s (53-70) were left to pick through the scraps of this one to find some silver linings, and there were a couple.

Kendall Graveman held Houston to two runs over six innings, and the damage off him came on a two-run single from Marwin Gonzalez that glanced off the glove of second baseman Jed Lowrie. It was the second strong outing in a row for Graveman, who’s now got four starts under his belt since returning from his second stint on the disabled list this season for shoulder issues.

Most encouraging from his standpoint was he didn’t really have his best stuff, yet still managed to limit an opponent that leads the majors in every significant offensive category, including runs, batting average and homers.

“I think it’s the first one where I’ve been back when I had to kind of pitch and grind through,” said Graveman (3-4). “I didn’t have my best stuff. It’s just one of those where you’ve got to get out there and compete.”

The highlight of the game for the A’s came when center fielder Boog Powell unleashed a strike to home plate that nailed Alex Bregman trying to score from second on Jose Altuve’s single in the fifth.

Maxwell barely had to move his mitt to apply the tag, and count the A’s catcher as the most surprised person in the ballpark that Powell even gave him a chance on the play.

“It caught me off guard,” Maxwell admitted. “I haven’t played with Powell in a long time. I didn’t expect there to be that big of a play at home. He was fairly deep in the outfield as well.”

Powell, a 24-year-old rookie who was acquired from Seattle for Yonder Alonso, said he’s worked on his throwing in the minors in recent seasons.

“I didn’t (have a good arm) back in the day,” Powell said. “I’m definitely improving my arm strength. I pride myself on getting the ball out as quick as I can.”

It’s the kind of play that sticks in the memory bank as Powell tries to make his mark in the wide open battle to be the A’s center fielder in 2018. His throw to ring up Bregman was at least one moment from Saturday night that gave Melvin reason to smile.

“He can play the outfield, no doubt about it,” Melvin said. “It was a big play at the time, and it should give you a little momentum to go back out there and do a little better offensively.”

Despite injury concerns, Foster, Bowman play 20 snaps in exhibition vs Broncos

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AP

Despite injury concerns, Foster, Bowman play 20 snaps in exhibition vs Broncos

SANTA CLARA -- Rookie linebacker Reuben Foster, who was limited in Thursday’s practice due to a shoulder sprain, started the 49ers’ exhibition game Saturday night against the Denver Broncos at Levi's Stadium.

Foster played 20 snaps and recorded one tackle before the 49ers’ first-team defense was removed in the second quarter.

There were some concerns when Foster was included on the 49ers’ pre-practice injury report Thursday with an injury to his surgically repaired shoulder. But the 49ers said the injury was not related to the torn rotator cuff he sustained for Alabama in the national semifinal game against Washington.

NaVorro Bowman, who was removed from practice Thursday with a similar shoulder condition, also started and played every snap alongside Foster. Bowman was credited with two tackles.

With Foster and Bowman on the field, the Broncos totaled just 63 yards of total offense.