ough the years showed how the company changed its advertising and image to reflect the teen target's interests. The commercial also played to the current teen market's interest in nostalgia.

- You may have noticed that Levi ran the same commercial twice during the game -- the first time in English, the sec

Each year, the Super Bowl provides marketers opportunity to study and learn from the games' advertisers, players, and coordinators. Super Bowl XXXVI (February, 2002) was no exception. Foremost, of course, was The Game's appropriately patriotic theme. America's mettle and proud heritage were showcased to the world through this year's red, white, and blue logo; music selection by the performers; and depictions of historic U.S. icons. The Game further supported U.S. patriotism through the presence of the armed services, police department, and fire department at the game as well as interviews with troops in Afghanistan. Finally, as if by design, the unlikely Patriots won the championship.

Super Bowl XXXVI provided other lessons as well -- lessons applicable to small budgets as well as large. Because the same marketing basics and strategic rules apply whether you are marketing online or off, the lessons can be applied to Internet as well as traditional marketing activities.

On to the lessons -- one for each Old Glory stripe.

Lessons from the Advertisers

Lesson 1: Know your target audience.

Both Pepsi and Levi demonstrated this lesson.

- Pepsi's commercial re-creating several campaigns through the years showed how the company changed its advertising and image to reflect the teen target's interests. The commercial also played to the current teen market's interest in nostalgia.

- You may have noticed that Levi ran the same commercial twice during the game -- the first time in English, the seco

d through this year's red, white, and blue logo; music selection by the performers; and depictions of historic U.S. icons. The Game further supported U.S. patriotism through the presence of the armed services, police department, and fire department at the game as well as interviews with troops in Afghanistan. Finally, as if by design, the unlikely Patriots won the championship.

Super Bowl XXXVI provided other lessons as well -- lessons applicable to small budgets as well as large. Because the same marketing basics and strategic rules apply whether you are marketing online or off, the lessons can be applied to Internet as well as traditional marketing activities.

On to the lessons -- one for each Old Glory stripe.

Lessons from the Advertisers

Lesson 1: Know your target audience.

Both Pepsi and Levi demonstrated this lesson.

- Pepsi's commercial re-creating several campaigns through the years showed how the company changed its advertising and image to reflect the teen target's interests. The commercial also played to the current teen market's interest in nostalgia.

- You may have noticed that Levi ran the same commercial twice during the game -- the first time in English, the sec

ally, as if by design, the unlikely Patriots won the championship.

Super Bowl XXXVI provided other lessons as well -- lessons applicable to small budgets as well as large. Because the same marketing basics and strategic rules apply whether you are marketing online or off, the lessons can be applied to Internet as well as traditional marketing activities.

On to the lessons -- one for each Old Glory stripe.

Lessons from the Advertisers

Lesson 1: Know your target audience.

Both Pepsi and Levi demonstrated this lesson.

- Pepsi's commercial re-creating several campaigns through the years showed how the company changed its advertising and image to reflect the teen target's interests. The commercial also played to the current teen market's interest in nostalgia.

- You may have noticed that Levi ran the same commercial twice during the game -- the first time in English, the sec

rnet as well as traditional marketing activities.

On to the lessons -- one for each Old Glory stripe.

Lessons from the Advertisers

Lesson 1: Know your target audience.

Both Pepsi and Levi demonstrated this lesson.

- Pepsi's commercial re-creating several campaigns through the years showed how the company changed its advertising and image to reflect the teen target's interests. The commercial also played to the current teen market's interest in nostalgia.

- You may have noticed that Levi ran the same commercial twice during the game -- the first time in English, the sec

ough the years showed how the company changed its advertising and image to reflect the teen target's interests. The commercial also played to the current teen market's interest in nostalgia.

- You may have noticed that Levi ran the same commercial twice during the game -- the first time in English, the second time in Spanish. This reflects an awareness and appreciation of target audience demographics.

Lesson 2: Research.

Before airing the Super Bowl commercial, Levi completed a customer preference survey of visitors to the Web site. The winning spot was aired during The Game.

Lesson 3: Consider launching your campaign around an event.

E*Trade launched a new campaign by firing the monkey and officially announcing a new image. This new positioning carries through to the E*Trade Web site. You can also watch the commercial on E*Trades site.

Lesson 4: Teasers can build interest.

Anonymous mLife commercials in the days before the Super Bowl caused many to wonder, "Just what is mLife?" Late in the game, AT&T revealed mLife as the concept of a mobile, wireless life. Mlife, presumably, is prelude to a series of new AT&T products.

Lesson 5: Research trademarks carefully.

As a result of the mLife campaign, MetLife initiated a lawsuit against AT&T claiming mLife will dilute the MetLife brand. The lesson? Be aware of the potential for opposition from those with similar names, even if your products are unrelated. This pertains to domain names as well.

Lesson 6: Spons