Brands are pondering the value of social media outlets such as Twitter and Facebook as a supplement to their Super Bowl ads. Whereas automakers typically measure every step along the way to a sale, companies such as Century 21 are using the social chatter more for "lead-generation or long-tail than social," writes Christopher Heine. In contrast, consumer packaged goods advertisers Doritos, Wonderful Pistachios and Oreo will be gathering Big Data from the big game, and Pepsi will want brand equity metrics from the social media buzz.