What’s Google’s Super Bowl Game Plan?

Whether or not it runs a commercial during today’s Super Bowl telecast on CBS, Google trumped all opposition in generating pre-game buzz this weekend.

Eric Schmidt, CEO at the search giant, whetted appetites for a big-game appearance by exhorting fans via his Twitter account, “Be sure to watch the ads in the 3rd quarter (someone said ‘hell has indeed frozen over.’)”

The tantalizing post followed a report on John Battelle’s Searchblog.com indicating that a source said Google would run a spot called “Parisian Love” during the game.

Such a move would represent something of a tactical change for Google, which has done relatively little mainstream promotion, with Schmidt at times openly scornful of efforts by some rivals, such as Microsoft’s Bing.

Edward Boches, CCO at IPG’s Mullen, which is gauging SB brand impact via BrandBowl2010, said, “It would be great for them if they delivered the right message. If they did an ad about … how Google is a natural extension of the little amount of info you get on TV, or how the questions you have after discovering a brand on TV can be augmented with all that Google can deliver, [then] it would be a cool idea.”

He cautioned: “I hope they are not simply doing the search ad. They are good, and may play OK, but a lot of people have seen them online.”