What's the best buzz strategy for a Super Bowl ad?

01/18/2013 | New York Times (tiered subscription model), The

Brands spend big money on lavish Super Bowl commercials in hopes of producing an ad that will stimulate water-cooler conversation, this article notes. This year, some companies taking out Super Bowl ads are turning to social media in advance of the big event to defray some of their advertising costs, by offering teasers, previews and even full viewings of their Super Bowl commercials to get fans talking about the ads early via social networks. “For me, it’s all about maximizing exposure,” said Steve Cannon, president and CEO of Mercedes-Benz USA.

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New York Times (tiered subscription model), The

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