Exploiting an increasingly popular tactic to extend the value (and perhaps justify the cost) of a Superbowl spot, Ford's Lincoln division will launch three web-only spots that will run in parallel with the big TV event, continuing the storyline, according to ClickZ. Reebok saw a great deal of play with its Terry Tate "Office Linebacker" campaign web efforts that riffed off of an initial Superbowl spot. The subsequent sites and viral spots earned millions of subsequent site visits, allowing Reebok to successfully run the Tate campaign the next year without even having to spring for the Superbowl spot.