I want to add a note to Alli’s Super Bowl ad post from yesterday. Tom Fugleberg of OLSON made this point to me in my MinnPost column on the Super Bowl adstravaganza.

Increasingly, these high-profile ad spots are being used as entry points to other marketing efforts. In this year’s Super Bowl, VW’s ad directed viewers to an online game; the Dockers ad referenced a contest.

GoDaddy used its ads to tease longer versions online, and Denny’s used its spots to announce a nationwide promotion offering free Grand Slam breakfasts today. 

It’s just another indication that modern marketing is transitioning toward a seamless model in which many platforms work together. And the agencies that can offer services on the most platforms will be the winners.