To build your brand and its story once you've made the investment in a Super Bowl ad, here are five options to consider. To be most effective, it's useful to use multiple platforms to reinforce your brand message.

1. Traditional media. Includes other major networks, cable, newspapers, and magazines. Selectively place your Super Bowl ad, especially with other television buys, to help amortize the creation investment. Further, these broad-based media vehicles provide additional impressions that consumers need for the ad to make an impact.
2. Online marketing support. Encompasses your website or targeted microsite, related paid search advertising, and e-mail marketing. It's easy to overlook the need to support your Super Bowl ad with targeted outposts online.
3. Social media. Incorporates a wide variety of options depending on the product, brand, and/or company such as Facebook, Twitter, videos, blogs, photographs, message boards, ratings, and reviews. As a marketing platform, social media is a natural for stories. (For more information, here's how to use stories in your social media.) Use one or more of these platforms to support and extend your Super Bowl campaign. If you're planning to use video related to your campaign, think this through before shooting your commercial to produce consistent outtakes less expensively.
4. Mobile. Given how hot mobile is and this market's continued U.S. expansion, at a minimum, consider creating a related mobile website for your Super Bowl ad. Since Super Bowl advertisers tend to be CPG firms, consider how consumers check your product while they're shopping such as mobile coupons. (For background, here's more mobile data.)
5. In-store promotions. In the traditional sense, this means the merchandising and positioning done in supermarkets, drugstores, and mass retailers such as displays, in-store advertising, and coupons. (Of course, there're also mobile versions.)