Some marketers say they won't be previewing their Super Bowl ads online ahead of the big day, hoping their ads will generate more buzz if they're able to genuinely surprise game watchers. Other brands plan to run pregame "teaser" campaigns or post the full ad online in the hope of getting early traction among social media followers. "Why not reward the people who love you?" said Brian Niccol, chief marketing and innovation officer at Taco Bell. "I don't think it does anything but amplify."

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