Normally, brands that don’t air national ads during the telecast generate Super Bowl buzz with consumer activations in the host city. But as the Covid-19 pandemic continues, many brands decided not to activate in Tampa Bay, and instead are getting creative with efforts to hack the Big Game on Feb. 7 with adjacent digital campaigns and virtual experiences. 

https://www.adweek.com/brand-marketing/these-10-brands-without-super-bowl-ads-are-hacking-the-big-game/