In addition, anticipation still lies with: H&M, which is asking fans to vote #Covered or #Uncovered in a teaser with David Beckham with 1.4 million views; Intuit, which announced GoldieBlox, a toy company that says it seeks to inspire the next generation of female engineers, won its #TeamSmallBiz promotion and will receive a 30-second ad during the game along with a brief teaser; M&Ms, which released a teaser that indicates the Yellow M&M may be in trouble and that has about 1 million views; and Wonderful Pistachios, which released a teaser with Stephen Colbert with about 72,000 views.
In addition, Coca-Cola says it will air a second spot it has not yet announced in the second quarter, which allows the brand to "have the best of both worlds," Healan says.
Doritos has not yet revealed which two of the five finalist videos in its Crash the Super Bowl contest will actually air.
And a GoDaddy video with 145,000 views promises a woman will quit her job live in front of 100 million people on Sunday.
Lastly, Esurance also has surprises in store, announcing that immediately following the game, the brand will air a 30-second commercial "unlike anything they've ever done -- debuting something big (really big) for Twitter users."
In addition, the insurance brand says, "This is the first time the company has purchased national advertising associated with one of the year's biggest media events, and in keeping with their uber-efficient approach to insurance, Esurance purchased air time immediately following the game. The time slot provided a savings as compared to an in-game commercial, and Esurance will use it strategically to announce something big."
Pizza Companies Want a Slice of the Pie
For its part, Pizza Hut hosted live auditions in New York to allow fans to "show off their one-of-a-kind greatness" for a chance to appear in an ad that will air during the pregame show. The brand will create its pregame spot based on footage from the auditions.
It's part of the brand's Go for Greatness campaign in which it also compiled a series of YouTube videos that it says define "what going for greatness really means."
Doug Terfehr, director of public relations at Pizza Hut, says the effort is inspired by Pizza Hut's new Hand-Tossed pizzas, which are "coming out one-of-a-kind and with less uniformity and more unique features to them," so #GoForGreatness is "a celebration of that -- we're looking for one-of-a-kind-ness in all of us."
On January 27, Domino's teased consumers that it had "finalized a momentous sponsorship tied to Sunday's annual event."
Domino's followed up the announcement on January 31 with a press release saying it has secured a one-year partnership to become "the Official Pizza Sponsor of Groundhog Day."
Brands Go Social Through Mobile and Video
And on top of the ads themselves, some brands have other interesting elements to look out for.
According to Volkswagen's Clayton, the brand will monitor Sunday's conversations from a social media war room with a studio where it will shoot responses from the German engineers in its 2014 teaser and spot.
"We will create real video responses we can tweet out in response to conversations we find appropriate for us to insert ourselves into to increase engagement and do something unique to cut through the clutter," she adds.
In addition, mobile augmented reality and image recognition platform Blippar partnered with Pepsi to make 19.5 million cans interactive. The specially marked cans include instructions on how to download Blippar and then use the app to scan the cans and take virtual photos with NFL players.
And, finally, Mars Chocolate North America announced that it has partnered with three-time Super Bowl most valuable player Joe Montana to "distribute colorful stop-motion video content and imagery -- made with M&M'S Peanut lentils -- that puts a unique visual spin on the plays, performances, and pageantry of Super Bowl XLVIII" on Twitter, Facebook, Vine, and Instagram.
"Countless brands are going to spend Super Bowl Sunday waiting around for one moment to try to infiltrate conversation, but we wanted to do something different that enhances the viewing experience all game long with the irresistibility of M&M's and the insights of a legend like Joe Montana," said Seth Klugherz, senior director of M&M'S Chocolate Candies, in a statement.
"We're not simply hoping to 'win the night' with a single post or tweet -- we're hoping to bring a fresh take to the experience that's colorful and irresistible to deliver the great story about M&M's Peanut that's truly worthy of a stage as big as Super Bowl XLVIII."
*ClickZ will be covering the Super Bowl live on Sunday. Stay tuned for updates as they happen and follow our tweetboard for tweets in real-time!
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Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
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