But in the case of Carl’s Jr., the goal was to get consumers to look at both – a series of short mobile videos seeded in popular apps and on social media to drum up buzz the day before and the month after Carl's Jr. ran its official 30-second TV spot on Super Bowl Sunday.
“We knew we wanted to take advantage of this big cultural moment and that mobile would be a big part of that,” said Tom Dunlap, chief production officer at 72andSunny. “But there was also this feeling of, ‘Oh crap – this is a completely different medium. How can we take advantage of it with content that’s sticky, shareable, effective and looks good?”
A big part of that is avoiding the temptation to reuse existing video content in-feed on mobile. 72andSunny took Opera’s advice on video length, aspect ratio and the like, and shot additional content that would play best in the mobile environment, Dunlap said.
The six-second mobile-only autoplay spots Opera created for 72andSunny on behalf of Carl’s Jr. expanded to full-screen when a user tapped, after which an end card would appear with access to more video content along with the opportunity to download a $1 coupon.
72andSunny and Carl’s Jr.’s 2015 Super Bowl campaign is a prime example of the types of campaigns that Opera House produces with its partners. Partnering with Opera House allows brands and agencies to take full advantage of its data-driven, creative best practices for mobile short-form videos.
The Opera Mediaworks portion of the campaign ran in-feed in apps like USA Today, Shazam and Pinger. Those ads appeared in concurrence with efforts on Facebook, Instagram and Twitter. Although the KPI was centered on broad reach – hence the Super Bowl buy – Opera did layer on some secondary targeting for the mobile-only ads to reach male sports enthusiasts aged 18 to 34.
Not including Facebook, Instagram and Twitter, the purpose-built native mobile videos performed 2X better than non-mobile-optimized videos that ran on the Opera Mediaworks platform, and saw a 7X higher engagement rate than in-feed display, Yang said. In the weeks following the Super Bowl, the mobile clips garnered a 42% completion rate.
“We start the creative conversation and from there it turns into a media optimization conversation,” said 72andSunny’s Dunlap. “We focus on creative strategy, brand management, the big idea, production – so it’s important for agencies like ours to partner with media early on, even before starting, because media can really inform the brief.”