Mobile Content Helped Super Bowl Viewers Remember Squarespace's TV Commercial - eMarketer
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eMarketer Interview

Mobile Content Helped Super Bowl Viewers Remember Squarespace's TV Commercial

Preview from eMarketer PRO

An interview with

Amory Wooden

Director, Brand Marketing, Squarespace

Interview summary

TV commercials often feature calls to action such as hashtags and URLs that encourage viewers to access more content on their mobile devices. As this tactic becomes the standard, some marketers are stepping up their efforts. Website-building company Squarespace sponsored a live second-screen experience for Super Bowl 50 with comedians Keegan-Michael Key and Jordan Peele of Comedy Central’s “Key & Peele,” which tied in with its TV commercial. Amory Wooden, director of brand marketing at Squarespace, spoke with eMarketer’s Tricia Carr about the importance of mobile in this TV campaign and how the company measured success.

Interview

eMarketer: Where did mobile come into play when Squarespace was planning its Super Bowl campaign?

Amory Wooden: The primary engagement experience during the Super Bowl is, of course, the TV. But we knew that the majority of our customers and our target audience rely heavily on mobile. We knew that people had their mobile device in hand and used it during the Super Bowl—what a great way to serve up this additional experience to them.