Bruins

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."

Talking Points: DeBrusk provides energy in win

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Talking Points: DeBrusk provides energy in win

GOLD STAR: Jake DeBrusk gave the Bruins all kinds of energy out of the starting gate, and made a couple of plays that allowed his team to hold a lead despite getting outplayed in the opening 20 minutes. DeBrusk went hard to the net splitting a couple of San Jose defenders on the first goal, and fired a shot on net that created a rebound for Peter Cehlarik to cash in on. Then DeBrusk scored a little bit later on a rush where he beat Brent Burns in a foot race to a loose puck, then whistled a wrist shot past Aaron Dell for his fourth goal of the season. DeBrusk finished with a goal and two points along with a plus-2 and a team-high four shots on net while falling just short of 16 minutes of ice time in the victory. It was a strong effort from DeBrusk shortly after being a healthy scratch, and showed what he’s capable of when he gets his skating legs going.

BLACK EYE: Brent Burns was a complete mess for the Sharks. He was burnt by Jake DeBrusk in each of the first two Bruins goals in the first period with the B’s rookie going right at him with the attack. He also didn’t make it to the net with 12 of the 16 shots that he attempted and Burns finished with seven giveaways as well. It’s been a rough follow-up season for Burns after last year’s Norris Trophy season where he’s tried to do too much for the Sharks, and his game has suffered as a result. That seemed to be the case for Burns against the Bruins as well where his mistakes played a big role in the Sharks dropping the game.

TURNING POINT: The Bruins won the game when they managed to survive an opening 20 minutes where they were outshot 17-5, and even better they had a 2-1 lead based on some offensive fireworks from Jake DeBrusk. They were also aided by a couple of video reviews where the Bruins took a San Jose goal off the board when it was ruled that a crashing Joonas Donskoi punched a puck into the net with his glove. The Peter Cehlarik goal was also upheld at the other end after a challenge from the San Jose bench. It looked like DeBrusk was tripped before he partially crashed into Aaron Dell that set up the Cehlarik goal, and that’s clearly how the referees saw it after reviewing the play.

HONORABLE MENTION: It’s got to be Anton Khudobin, who stopped 36-of-37 shots and improved to 5-0-2 on the season with another strong win aided by a stalwart defensive effort in front of him. Khudobin now has 12 of the 20 points that the Bruins have amassed on the season, and he absolutely rewarded the B’s for opting to go with the Bruins backup for a second game in a row as they ride the hot goaltender. Khudobin was helped by a number of Bruins blocked shots in the third period when the game was still very tight, but it was also about Khudobin coming up with 16 saves in the first period when the Bruins were getting outplayed by the Sharks.

BY THE NUMBERS: 6 – the number of Bruins rookies that have scored their first NHL goals this season, including Peter Cehlarik finally getting his first NHL score Saturday night in his 14th career game.

QUOTE TO NOTE: “We need them. They’re in the lineup and they’re playing significant minutes. We need them to produce for us. Tonight we needed some offense early, and they provided it for us.” – Bruce Cassidy, on the role of the rookies in the win where it was all first-year players Peter Cehlarik, Jake DeBrusk and Danton Heinen doing the scoring vs. San Jose. 

Boston College beats UConn 39-16 in wind and rain at Fenway Park

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Boston College beats UConn 39-16 in wind and rain at Fenway Park

BOSTON - AJ Dillon rushed for 200 yards and two touchdowns, breaking free on a 48-yard run and a 53-yard score on Saturday night to lead Boston College to a 39-16 victory over UConn on the wet and worn-out turf at Fenway Park.

Playing most of the game in a heavy rain, with groundskeepers patching the field most every timeout, the Eagles (6-5) qualified for a bowl game for the fourth time in five seasons. UConn (3-8) showed little offense until two late touchdowns cut into a 36-point deficit.

One week after BC quarterback Anthony Brown sustained a season-ending knee injury, Darius Wade completed 7 of 15 passes for 55 yards and a touchdown. He was helped by Dillon's running, another 107 yards rushing from Jon Hilliman and two long interception returns, including a 65-yard pick-six by Taj-Amir Torres.

Hilliman scored on 38- and 3-yard runs for BC, and Lukas Denis picked off David Pindell at the goal line and ran it back 56 yards to set up Dillon's second score.

BC led 39-3 in the fourth before Kevin Mensah ran 70 yards for a touchdown. Pindell followed by hitting Hergy Mayala for 43 yards with 4:15 left to make it 39-16.

Pindell finished with a career-high 241 yards on 14-for-33 passing, with three interceptions.

Although the century-old ballpark is less than four miles from BC's Chestnut Hill campus, UConn was officially the home team. But the opportunity to use the Red Sox clubhouse didn't help the Huskies avoid falling to 0-12-2 all-time against BC.

A 21-point favorite, BC trailed 3-0 after one quarter before Wade rolled to his left toward the Red Sox dugout and evaded tacklers long enough to find Chris Garrison in the end zone, right in front of where home plate would usually be.

Dillon dragged four defenders into the end zone - with another standing by and watching - on his 53-yard score in the second quarter, then added a 20-yard TD run in the third to make it 33-3. It was his second career 200-yard game and the first 200-yard rusher against UConn since Ray Rice did it for Rutgers in 2005.

THE TAKEAWAY

Boston College: The Eagles are bowl-eligible for the fourth time in coach Steve Addazio's five seasons in Chestnut Hill. He's the first BC coach to go to five bowl games in his first five seasons.

UConn: The Huskies picked up a nice check - $1.25 million - and some players got the thrill of playing in Fenway Park.

OUT FOR THE SEASON

Boston College announced before the game that defensive back Kamrin Moore will miss the rest of the season with a shoulder injury he sustained last week against North Carolina State. Moore, a captain, had started 23 consecutive games before missing Saturday night's game against UConn.

Moore finished with 140 tackles, six for a loss, and two interceptions.

KICKING WOES

Boston College missed three extra points and had a field goal blocked.

UP NEXT

Boston College: Wraps up the regular season against Syracuse on Saturday.

UConn: Finishes its season against Cincinnati next Saturday.