GOLDEN VALLEY, Minn. – Here in the Betty Crocker Kitchen, Mark Addicks is cooking up some radical digital recipes for how we look at packaging for cereal, cake mix and yogurt. Addicks is the chief marketing officer for food giant General Mills , home of Cheerios, the Pillsbury Doughboy , the Jolly Green Giant and fictional home cook Betty Crocker herself. And he has QR codes, apps, augmented reality and all the other things smartphones can do in his digital pantry. "There's never been a time like this," says Addicks, a 23-year veteran of the company. "Because of the digital technology that resides in people's hands … we can now deliver content that engages and enhances the experience.
Mobile media mavens were on high alert during this year’s Super Bowl, as this was the year when everyone in marketing became acutely aware of the role devices now play in “second screen” experiences in the living room. How did the advertisers respond to the knowledge that a majority of viewers likely had their phones or tablets ready to activate the right on-air message? Twitter may have been the biggest winner this year. Hashtags were everywhere, and all of the app-based second-screen experiences relied on Twitter to pull in live discussions.