While there’s no lack of reading material on actions to improve our corporate social media practices, real-life case studies can be helpful to grasp the possibilities. And maybe get some ideas for our own use.

Most of the Superbowl 2012 advertisers took advantage of mobile technology and that almost 60% of Super Bowl viewers checked out the game on a mobile device. Several companies leveraged special game time apps that would recognize specific ad content and provide viewers with discounts, sweepstake entries, etc.

Chevy, Pepsi, Subway and Go Daddy are some of the companies that took advantage of apps that recognize content and served up additional offers to viewers.

At the forefront of this cross-platform advertising engagement is a company called Shazam. Shazam’s app recognizes audio content via mobile devices and connects the user to a variety of free/paid offers or other content. Millions of Super Bowl viewers used the Shazam app to tag audio content (including the half-time show).

This innovative company has managed to tie a typically static advertisement into a dynamic platform that connects interested viewers directly to other specific offers that entice further participation. I nearly always have my cell close to hand, so it’d be super easy for me to access the Shazam app and engage with audio content no matter where I am. How many other millions of mobile users would do the same?

It remains to be seen if this will increase the use of direct response TV ads or take away from the production of TV commercials. I think companies like Shazam create a compelling environment for direct response to expand. We’ll have to wait and see. Meanwhile I’m going to keep blogging, which is a surefire way of increasing visibility online (well, as long as you use long tail keyword research!).