So this is what happens if you do a SuperBowl ad with or without regard for the Internet. Most notible is what GM did to Ford. Many of us saw the sweet, nostalgic "Kermit the Frog" ad placed by Ford... "It's Not Easy Being Green". I actually enjoyed that ad, although that might be in part because my wife and I sometimes sing that song to our 15 month old daughter to help her fall asleep.
That said, GM, knowing full well that Ford was going to use Kermit in their ad, bought the keyword "Kermit" on Google! GM created a microsite that focuses on the use of corn-based ethanol as a substitute for oil (a hot-button topic if ever there was one).
What a nice job of using some basic Internet technologies to steal the thunder from a campaign by a major competitor.
And what a terrible waste of millions of dollars by Ford. They couldn't even devote a few thousand of those dollars to a smart keyword campaign?
I'm sure Ford's agency, having placed a $2.5 million ad buy, doesn't believe they did anything wrong...