The Super Bowl has once again come and gone, taking with it the famous high-budget Super Bowl commercials. Now I am not much of a football fan, I only tuned in for the last five minutes of the game. I did however; go online to watch all of the associated commercials. I also know I am not the only one. It is interesting that in an age when consumer avoidance and apparent abhorrence of advertizing is so significant; consumers can still view Super Bowl commercials as if they were entertainment. To some like me, the commercials during the game are the draw.

Companies, by creatively pushing ads on consumers and generating hype around the event year after year, have achieved substantial marketing pull. Consumers are actually seeking out the commercials. How often do average consumers normally sit down just to watch advertisements? What is most impressive is that this is traditional advertizing, being done on a mainstream scale. We have all seen clips of consumer created content that has gone

March of 2011 will symbolically mark the next phase of evolution for the Starbucks Corporation.