Pepsi is betting that its Super Bowl ad featuring Justin Timberlake will fuel the company’s new Web promotion. Pepsi will launch a new Web promotion with a stunt-filled ad featuring pop star Justin Timberlake being tossed into a pond, dragged through a soccer game and slammed into a mailbox. PepsiCo, Frito-Lay and other companies will use a portion of their ad time during one of the planet's most-watched sporting events to direct viewers to interactive Web sites as part of bigger marketing campaigns. Some advertisers have created special Web sites where viewers can go before and after the game to watch their commercials and screen behind-the-scenes footage. The commercial and a behind-the-scenes video, which were posted on multiple Internet sites before and after the game, generated more than 850,000 views and the ad received more attention from bloggers. Fox's alliance with MySpace helped boost demand for the spots during this year's game and allowed it to increase ad prices for the game's 63, 30-second ads. read more

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