As the New England Patriots and Seattle Seahawks battle it out for professional football’s greatest prize, what happens in between the action may garner as much attention as the results between the lines. After all, Super Bowl Sunday is advertising’s Holy Grail, and your brand can’t afford to sit idly on the sidelines.

Chances are your business can’t afford a multi-million dollar TV spot during the big game, but that’s okay. The true playing field in 2015 will be found in the digital realm, where a solid online strategy can provide so much more beyond a 30-second ad.

Adweek has dubbed the Super Bowl “digital advertising’s biggest day,” and it’s hard to argue with past results.

From extended commercials on YouTube to the famous Oreo and Audi tweets of the 2013 Super Bowl blackout, these simple online supplements often end up talked about far more than many of the high-priced TV ads. Just take a look at brandchannel.com’s growing list of commercial teasers before the big game even kicks off.

So how can your brand capitalize on these budding online trends? The key is to have a prepared strategy in place, while leaving some room to remain opportunistic.

Bring the Conversation to Your Customers

The reality is, you don’t need a seven-figure ad budget to crash the biggest party in advertising. According to Entrepreneur.com, at least 30% of Super Bowl viewers list the commercials as the primary reason for watching the broadcast. When it comes to one of the highest-rated programs annually, that’s a huge population actively seeking ad content.

Do you run a car dealership? There’s a good chance that your OEM brand is running an ad. Start the conversation and share whatever teasers or videos are out there for the cars you sell.

If you run an electronics shop, draw attention to some of the products you sell with related ad content from big brands, such as Bose or Microsoft. Anything within your industry can be a great launching pad, provided it doesn’t promote a competitor.

Big Game Message on a Small Scale Budget

Social media also offers an excellent medium for grassroots ad campaigns, so why not shoot a quick commercial of your own? The same Entrepreneur.com study found that 50% of Super Bowl views would share ads on social media to support brands they like.

Your YouTube content won’t reach the same number of eyeballs, but a similarly structured video could spark some shares in your local network. Engaging content is at the heart of all these goals, even if it’s as simple as having the right message at the right time (here’s looking at you, Oreo).

The Super Bowl has grown into an inescapable event, so give your audience something refreshing to truly stand out. Even if defense rules the game between the lines, you can still score points with your customers with the right focus on Super Sunday.

About the Author

Tony Freda is a Digital Advisor at PCG. In his own words: Surf. Digital Marketing. AP.