With the Super Bowl the largest advertising event in the U.S., marketers are turning to the web to both supplement their advertising efforts and piggyback on the big game's massive influence.
Case in point: Six "Web 2.0" companies, including Technorati and Meebo, that cannot afford the TV mediabuy are instead posting their :30 spots online via a dedicated YouTube channel, titled SuperDotComAds XLI, writes ClickZ.
"By letting our audiences know this is up there and sending them to YouTube to see not only ours but also the other videos from the other companies, it's a great way to cross-pollinate our audience," Michael Lehman, director of marketing for Meez.com is quoted as saying.
Other companies are using the web to extend the life of their :30 Super Bowl spots. Creative agency Fallon, Minneapolis not not only created a :30 Super Bowl ad for GPS device manufacturer Garmin but also produced a full :60 second version for the web and a music video featuring Steve Grimmet, former lead singer of Eighties metal band Grim Reaper.
Super Bowl veterans are also posting their spots early. For example, insurance firm Nationwide has gotten positive results since making its spot, featuring Keven Federline, available on its website in January.