2 Advertisers Have Super Bowl Game Plans

Two Super Bowl advertisers are using contests to help their commercials stand out during the broadcast that typically draws television’s largest audience. Volvo Trucks of North America will use the Jan. 25 broadcast on NBC to name 25 semifinalists for a $120,000 truck. Mail Boxes Etc. will showcase a small-business owner chosen from thousands who have entered its contest. “If you have a limited budget, it makes sense to build some sort of grass-roots way to increase interest in your Super Bowl ad,” said Bob Flood, who buys network commercial time for clients of DeWitt Media Inc.