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Catherine Bell, Carmen Electra and Roselyn Sanchez Various celebs - Snow Queen Vodka's Leather and Laces 2008 Super Bowl Party

What if you built a Web site for the Super Bowl, but nobody cared? For at least one marketer on Super Bowl that appeared to be the case, judging by the number of DIGG endorsements the site got. Like obsessive, hyperactive consumers Sunday evening, we surfed to every Web site that linked up their TV ads to a Web or cell phone initiative. The majority of Super Bowl ads did link to a Web site. Some were well-integrated, with chances to register, compete for prizes, text for free stuff or otherwise play around with the brands. Here’s a rundown of the most interesting stuff we saw.

FoxSports.com
As the game progressed, a page on the NFL broadcaster’s site linked to each of the ads and lightly critiqued them. At about 6:12 into the First Quarter a Fox Sports Poll on their site with 5,150 votes found that Wings are the “best Super Bowl party food choice,” followed by Pizza, Chips + dip, Chili and Sandwiches. We were disappointed not to see goat cheese on the list. The site also featured a poll asking which ad was the best.

Doritos, SnackStrongProductions.com
The TV commercial showed a singer, one of three performers that fans had voted to elevate. The ad called out to the site, which in turn had links to MySpace pages where people could make their final choice for the best of the three musical groups. Nicely integrated and fun to participate, as well as listen to the music and watch what appeared to be homemade music videos.

PepsiStuff.com
The TV ad showed Justin Timberlake getting pulled across town like some stringless marionette being reeled in as a bikini-clad woman sucked Pepsi up a straw. The punchline was that “every sip gets you closer to Justin Timberlake MP3s” at PepsiStuff.com. The website, on Amazon (at the subdomain pepsistuff.amazon.com) features songs or albums by the likes of Timberlake, Alicia Keys, Led Zeppelin, Linkin Park and Daft Punk. Users can also get cuts from the albums via Pepsi points, available under the caps of Pepsi. We’re not sure how many sales of Pepsi it’ll spur (Coke has a similar offer) but it was pretty good Web-TV integration. Go to the site, get the stuff you think you’re going to get with minimal hassle. They get branding, name capture, more product sales.

Pepsi also gave us a spoof of commentators Joe Buck and Troy Aikman in front of the Super Bowl insignia with Buck falling asleep before drinking Diet Pepsi Max, and a “making of” video on YouTube on how they did a “deaf commercial” -- one without sound that made a play on a deaf joke, also viewable online.
Various celebs - Snow Queen Vodka's Leather and Laces 2008 Super Bowl Party