IAR: Super Bowl Ads Use Web to Maintain Buzz

Fireman said the commercial led to a surge of traffic to Reebok.com, where the company has set up a Terry Tate Web site with a four-minute film. Modeled loosely on the much-admired BMW Films campaign, the Terry Tate site will have a new short film every ten days.

In the three days following the game, Fireman said over 800,000 people visited the site. Of those coming to the site, he said 750,000 downloaded the film, which requires registration. Perhaps more important: Fireman said most viewers were men aged 18 to 34, the most important demographic for the shoe and clothing manufacturer. He added that Reebok's research showed 69 percent said they were likely to buy a Reebok product.