Marketers are divided over whether it's best to promote Super Bowl ads via social channels in advance of game day or to keep the ads under lock and key in the hope of surprising and delighting TV viewers. “The world has changed,” said PepsiCo marketing VP Angelique Krembs. “Now, enabled by social media, there’s a lot of conversation before the game about what’s coming up, and we want to be the most talked-about brand in that conversation.”