First-time Super Bowl marketers hope to build early buzz

12/11/2012 | New York Times (tiered subscription model), The

The rise of social media and its effect on word-of-mouth has pushed advertisers to disclose their Super Bowl plans earlier than ever. Brands such as Ford's Lincoln and SodaStream are trying to get ahead of perennial advertisers to get the most publicity out of their first-time appearances. "It's only smart to extend the conversation. You want to get as much benefit as you can," said Ellis Verdi, president of agency DeVito/Verdi, which is creating an ad for another Super Bowl first-timer, Gildan Activewear.

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New York Times (tiered subscription model), The

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