These 10 Brands—Without Super Bowl Ads—Are Hacking the Big Game

Corona, Volvo and Tums push out adjacent campaigns

Eli Manning demonstrates some unconventional uses for Frank's RedHot in quarantine. Frank's RedHot

Normally, brands that don’t air national ads during the telecast generate Super Bowl buzz with consumer activations in the host city. But as the Covid-19 pandemic continues, many brands decided not to activate in Tampa Bay, and instead are getting creative with efforts to hack the Big Game on Feb. 7 with adjacent digital campaigns and virtual experiences. Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.