It's come to this. Advertising on the Super Bowl has become such a big deal that now one marketer will actually be advertising its own ad during the ten days leading up to the big game. In
print ads that will run in the
New York Times and
USA Today, Emerald Nuts will promote the TV spot it will air during the Feb. 5 telecast of Super Bowl XL. The ads feature a word
game that plays off the snack's brand name. "We have to find ways to break through the clutter," says Tim Cannon, director of marketing for Emerald Nuts, who notes the company has bought only one spot
during the broadcast and is competing with big advertisers running many ads during the game. Small marketers spending a big chunk of their annual ad budget on one or two Super Bowl ads are
particularly keen to market their presence in the game. Another game advertiser, Careerbuilder.com, plans a guerrilla-marketing campaign using people dressed as pork chops, car mufflers and other
eye-catching characters to promote its Web site and its role as a Super Bowl advertiser.
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