If you believe as I do that content is king, there's an intriguing new trend among advertisers to tease their Super Bowl TV commercials online in advance of the big game.
A New York Times story on the commercials focuses on moves by Volkswagen to tease its commercial on YouTube. It quotes Mike Sheldon, chief executive at Deutsch L.A., the agency it says created VW commercials last year and this year as well as this year's YouTube teaser, a takeoff on "Star Wars" called the "Bark Side" as saying the tease produces a "halo effect." Viewers "like to be let in on the joke, let in on the story early," Sheldon says.
It's also a wonderful example of how interconnected we are all becoming. I read a print story, am posting it on the Internet about a company's using the Internet to promote television commercials.
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