Integrated Super Bowl Campaigns

Around this time of year everyone starts talking about the NFL playoffs and invariably their plans for the Super Bowl. While always one of the most fun nights of the year, it is also one of the most important for the companies that invest $5mm+ on a 30-second tv ad.  However we are no longer exclusively a TV-driven market with an increasing importance on integrated campaigns that represent a brand.  Ultimately a super bowl ad may be the piece de resistance for a company's new campaign but just as important are the accompanying consumer touch points. 

For instance, companies know that as soon as consumers see a product advertised they will Google it on their phone. Does the brand have a catchy website landing that features prominently on google?  Also, does the brand link their Google presence with their social media presence, serving sponsored content on Instagram or Twitter?  More than ever, companies need to think about all the different touchpoints they can leverage and create one, integrated brand campaign that sees the Super Bowl as one tool but not the end product itself.