It used to be that the element of surprise characterized Super Bowl advertising.
No more.
Today it’s all about creating buzz and maximizing social media. As one ad exec told the Chicago Tribune, “The Super Bowl is almost a three-week PR and social media campaign, and you have to think of it that way.”
And endure it that way.
This time around, Super Bowl ads are just a springboard to drive consumers to Twitter hashtags (see Audi’s #SoLongVampires), QR codes, Facebook pages, contests, coupons, microsites, and etc.
And drive consumers to drink.
Hashtag that.
Campaign Outsider 
Nice tie-in to my point about Jamesons. Et tu, Hardworking Staff? Check’s in the mail.