Sunday's Super Bowl telecast will draw America's attention as much to its $2.7 million, 30-second ad spots as it will to the undefeated New England Patriots. So it only makes sense that a new, all-commercial Web site and TV show would plan its first major marketing push by creating a contest around the ads.
Firebrand.com's ad campaign - noticeable on VH1, MTV and the Sci Fi channel, as well as on YouTube, MySpace and Facebook - will culminate on "Firebrand Monday," when the site will show commercials broadcast the previous evening on Fox, the network broadcasting the Super Bowl. The spot selected the most by viewers between then and Feb. 11 will be awarded the soon-to-be-coveted "Firebrand Water Cooler Award." Viewers who click on a commercial will be eligible for cash and other prizes.
On TV Firebrand airs 11 p.m.-midnight weeknights on the ION cable channel.