Whether you are a fan of the Ravens, 49ers, Beyonce Knowles or power outages, the Super Bowl had something for you. However, to many people, everything that happens on Super Bowl Sunday –  including the game itself – is the undercard to the main event – the commercials.

This year had its share of winners and losers. Anheuser-Busch made us cry, Tide made us laugh and Go Daddy made us feel uneasy. But most of the commercials failed to do one important thing – engage the audience with a digital call to action.

Coca Cola gave it a good shot. A Super Bowl ad that featured four groups of people racing in the desert for a bottle of Coke ended before the race was won, giving viewers the opportunity to text their preferred winner to Coca Cola. A follow-up commercial was played later in the broadcast, and the group with the most votes was shown winning the race. This was an effective method the company used to engage its audience, and according to one survey, other brands could have done a lot more.

A study from the Mobile Marketing Association suggests 21 percent of Super Bowl viewers wanted to see more commercials that gave them an incentive to interact with brands. The study also found that 91 percent of viewers used their mobile devices at least once while watching the Super Bowl, so businesses could have benefited by enticing consumers to reach out to them via text messages. 

The main reason so many companies may be kicking themselves is because they won’t be able to capitalize on some really valuable data. Organizations that receive these texts can turn that information around and use it for SMS marketing strategies. In the future, businesses should take into consideration that most of their consumers will be using their mobile devices, and it’s time to take advantage of that fact. Swift SMS Gateway offers the tools needed to launch an effective text message marketing campaign.