Cubs

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."

Breaking down where Cubs can turn NLCS around and beat L.A.

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USA TODAY

Breaking down where Cubs can turn NLCS around and beat L.A.

“Sometimes, you got to lay your marbles out there,” Jon Lester said Sunday night inside Dodger Stadium’s visiting clubhouse, before the Cubs flew home from Los Angeles down 0-2 in the National League Championship Series. “And you get beat.”

It will be extremely difficult for the Cubs to win four of the next five games against the Dodgers, starting Tuesday night at Wrigley Field. But the Cubs had the, uh, marbles to win last year’s World Series and have developed the muscle memory from winning six playoff rounds and playing in 33 postseason games since October 2015.

There is a cross section left of the 2015 team that beat the Pittsburgh Pirates and silenced PNC Park’s blackout crowd in a sudden-death wild-card game. While 2016 is seen in hindsight as a year of destiny, those Cubs still had to kill the myths about the even-year San Francisco Giants, survive a 21-inning scoreless streak against the Dodgers and win Games 5, 6, 7 against the Cleveland Indians under enormous stress.

There is at least a baseline of experience to draw from and the sense that the Cubs won’t panic and beat themselves, the way the Washington Nationals broke down in the NL Division Series.

· Remember the Cubs pointed to how their rotation set up as soon as Cleveland took a 3-1 lead in last year’s World Series: Lester, Jake Arrieta and Kyle Hendricks would each give them a chance to win that night. The Dodgers will now have to deal with last year’s major-league ERA leader (Hendricks) in Game 3 and a Cy Young Award winner (Arrieta) on Wednesday night in Game 4.

“Obviously, we know we need to get wins at this point,” Hendricks said. “But approaching it as a must-win is a little extreme. We've just got to go out there and play our brand of baseball.

“Since we accomplished that, we know we just have to take it game by game. Even being down 3-1 (in the World Series), we worry about the next game. In that situation, we didn’t think we had to win three in a row or anything like that. We just came to the ballpark the next day and worried about what we had to do that day.”

· The history lessons only go so far when the Dodgers can line up Yu Darvish as their Game 3 starter instead of, say, Josh Tomlin. There is also a huge difference between facing a worn-down Cleveland staff in late October/early November and a rested Dodger team that clinched a division title on Sept. 22 and swept the Arizona Diamondbacks in the first round. Joe Blanton and Pedro Baez aren’t walking through that bullpen door, either.

“We’ve done it before. We’ve been there before,” shortstop Addison Russell said. “But this year’s a new year. That’s a different ballclub. We’re definitely going to have to bring it.”

· Outside of Kenley Jansen, can you name anyone else in the Los Angeles bullpen off the top of your head? No doubt, the Dodger relievers have been awesome in Games 1 and 2 combined: Eight scoreless innings, zero hits, zero walks and Anthony Rizzo the only one out of 25 batters to reach base when Jansen hit him with a 93.7-mph pitch.

But the Dodgers are going to make mistakes, and the Cubs will have to capitalize. Unless this is the same kind of synthesis from the 2015 NLCS, when the New York Mets used exhaustive scouting reports, power pitching and pinpoint execution to sweep a Cubs team that had already hit the wall.

“Their bullpen is a lot stronger than it was last year,” Kris Bryant said. “They’re really good at throwing high fastballs in the zone. A lot of other teams try to, and they might hit it one out of every four. But this team, it seems like they really can hammer the top of the zone. And they have guys that throw in the upper 90s, so when you mix those two, it’s tough to catch up.”

· Bryant is not having a good October (5-for-28 with 13 strikeouts) and both Lester and Jose Quintana have more hits (one each) than Javier Baez (0-for-19 with eight strikeouts) during the playoffs. But we are still talking about the reigning NL MVP and last year’s NLCS co-MVP.

Ben Zobrist is clearly diminished and no longer the switch-hitting force who became last year’s World Series MVP. Kyle Schwarber doesn’t have the same intimidation factor or playoff aura right now. But one well-timed bunt from Zobrist or a “Schwarbomb” onto the video board could change the entire direction of this series and put the pressure on a Dodger team that knows this year is World Series or bust.

“We need to hit a couple balls hard consecutively,” manager Joe Maddon said. “Once we’re able to do that, we’ll gain our offensive mojo back. That's all that’s going on.

“I inherited something from my dad, and that was patience. So you’ve got to be patient right now. You’ve got to keep putting the boys back out there. You keep believing in them, and eventually it comes back to you.”

· Maddon is a 63-year-old man who opened Monday’s stadium club press conference at Wrigley Field by talking about dry-humping, clearly annoyed by all the second-guessers on Twitter and know-it-all sports writers who couldn’t believe All-Star closer Wade Davis got stranded in the bullpen, watching the ninth inning of Sunday’s 1-1 game turn into a 4-1 walk-off loss.

By the time a potential save situation develops on Tuesday night, roughly 120 hours will have passed since Davis threw his 44th and final pitch at Nationals Park, striking out Bryce Harper to end an instant classic. Just guessing that Maddon will be in the mood to unleash Davis.

SportsTalk Live Podcast: Should the Bears let Mitch Trubisky throw more?

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USA TODAY

SportsTalk Live Podcast: Should the Bears let Mitch Trubisky throw more?

Adam Jahns (Chicago Sun-Times), Ben Finfer (ESPN 1000) and Jordan Cornette (The U/ESPN 1000) join Kap on the panel. Justin Turner hits a walk-off 3-run HR off of John Lackey to give the Dodgers a 2-0 lead in the NLCS. So why was Lackey even in the game? How much blame should Joe Maddon get for the loss?

The Bears run the ball over and over and over again to beat the Ravens in overtime, but should they have let Mitch Trubisky throw the ball more?