"Denny's plans to use its Super Bowl TV spot to raise awareness around its social media promotion to win a year's free Grand Slam meals, along with other giveaways," writes DMNews' Dianna Dilworth. "The idea is to drive fans to its Facebook fan community. The social network, which provides members exclusive offers and coupons, is a significant component of the brand's loyalty strategy."
Similarly, Monster.com plans to use its ads to increase awareness of the new social networking features of its web site, and Coca-Cola will focus its advertisements on its Open Happiness CRM program and social community.
"Pepsi has been the subject of a lot of blogging and social chatter leading up to the Super Bowl with its bold move to reject the game's TV spots after 23 years," Dilworth writes. "Instead, the giant is spending $20 million on its cause-related CRM and social media platform called the Pepsi Refresh Project."
Click on the following to read the DMNews article: Brands kick off CRM at big game