[Editor's Note: Social media and loyalty marketing commercials make throw at Super Bowl]

Dianna Dilworth - DM News - 2/1/10 Once the domain of splashy branding campaigns, this year's Super Bowl broadcast will feature ads built around social media and loyalty marketing. Coca Cola Co., Denny's and Monster.com are three major marketers that will take this direct marketing approach.

Denny's plans to use its Super Bowl TV spot to raise awareness around its social media promotion to win a year's free Grand Slam meals, along with other giveaways. The idea is to drive fans to its Facebook fan community. The social network, which provides members exclusive offers and coupons, is a significant component of the brand's loyalty strategy. Read the full story.