This year, I did something completely different on Super Bowl Sunday. I watched the game in its entirety. When I needed a drink or other break, I did it during the commercials. There was nothing compelling about the commercials, so why bother, I asked myself. I’ll do what I’m supposed to do and watch the game. (As a former New Orleanian, I was completely engrossed.)

Afterward, I wondered what was lost from those great years of Super Bowl ads in the 90’s and before. And then it hit me. Advertising as a marketing strategy is only one prong of building a company’s brand today. There are online strategies, PR, social media and a host of more effective ways to generate awareness and visibility for brands beyond the tried-and-true methods of marketing.

The most creative marketing solutions today are happening with integrated online and offline strategies. Take, for example, the Colorado Tourism Agency’s “Snow at First Sight” campaign. This brilliant campaign (it should be noted that it was developed by another agency) did a great job of generating awareness for Colorado and its wonderful snow through media coverage and online awareness. And the CTA didn’t even have to spend $2.5 million on media alone.

I’ve never been a big believer in the idea of a Super Bowl ad to generate buzz. This year, I’m even less taken with the idea. The integrated marketing and PR tool box is simply too rich now with ways to reach the targeted consumer without huge advertising outlays. It is my belief that this is where the real creativity will be found in the years ahead. So relax — it’s now safe to run to the restroom between plays of the Super Bowl. You won’t be missing anything.

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