The Super Bowl is Sunday and many brands are getting in on the conversation with activations and social media efforts designed to get attention without having to purchase a pricey TV ad during the game’s broadcast. 

Intuit Mailchimp is getting in on the Super Bowl not with a television ad, but by creating an AI-generated livetweeting experience called Play by AI. 

Frito Lay brand Tostitos is opening a pop-up restaurant in Phoenix in time for the big game. 

At more than $7 million for a 30-second commercial (and a lot of noise, competition and pressure), it’s fair to say many are wondering whether appearing on Super Bowl is worth it. YouGov used data from its panel of 22 million consumers to find the answer,

As the named sponsor on this year’s Super Bowl venue in Phoenix, State Farm was already expected to be part of the big game. But occasions like this only come around once-in-a-while, so the brand wanted to do something special. 

General Motors is partnering with Netflix. Michelob Ultra is partnering with Instacart and Netflix. Molson Coors is teaming up with DraftKings for a consumer bet to predict which brand will be featured in its Super Bowl ad –Coors Light or Miller Light.