Chevrolet is advertising again during this year's Super Bowl, and again it will be running a complementary mobile campaign.

This year, however, it is stepping up its mobile campaign with an app that will let users play games, interact with one another through Twitter and win prizes, according to the Media Decoder blog.

Chevrolet will run three or four commercials during the game.

Targeting Mobile Users

Last year Chevy used OneRiot’s social targeting service for mobile ads, which targets audience segments, such as mothers or sports fanatics or tech influencers, on the mobile device. Segmentation and targeting are based on audience interest profiles, demographics, social influence and realtime conversations.

For the Super Bowl, Chevy targeted that segment of the TV-watching audience that were also glued to their mobile phones during the game–namely male US sports fans and car enthusiasts who were talking about football across a network of leading mobile Twitter apps during the game. When the audience checked their app, they saw the ad for Chevy.

CTRs Best in the Evening

Marketers are becoming more attuned the rhythm by which mobile consumers use their devices. A recent report by Jumptap found that there is a gradual increase in mobile CTRs from morning through lunch and beyond, peaking in the evening hours at roughly 0.7%, before dropping off to about 0.5% as the night progresses.

In October, mobile users aged 55-64 and 65-74 both had CTRs of over 0.7%, although this month those aged 55-64 took the lead, whereas 65-74-year-olds had the highest CTRs in September. CTRs are still highest for families with household income above $50,000 (1.38%), far above those below that income threshold (.26%). Men (.57%) also continue to demonstrate higher CTRs than women (0.33%).