Here were my Super Bowl favorites:

Nationwide: Life Comes at You Fast (Federline)
Bud Light: Hitchhiker
Sprint: Connectile Disfunction

TV and Radio marketing are traditionally all about one-way messaging, but there were some creative attempts to give the consumer a voice and interact via the Internet.

Several commercials had an internet URL in the closing of each ad, but failed to continue the dialogue and close the loop on the marketing message with a relevant follow-up message or call to action.

For example, www.afterthekiss.com, a tagline URL at the end of a Snickers commercial just redirected to www.snickers.com leaving a cryptic cookie on my desktop to (presumably) track my campaign source. But there was nothing relevant or interesting on the landing page, nor was there any call-to-action or offer, so I simply abandoned the session.

I guess a single page view was a sufficient response for Snickers B2C campaign. For a $2.6 Million 30 second ad, I would think there would be more aggressive attempts at 1:1 marketing and truly closing the loop.