02/01/2013 06:05 pm ET Updated Dec 06, 2017

WATCH: 60 Seconds of Social Media

Remember when Super Bowl ads aired, you know, during the game? Welcome to the Social Super Bowl, coming to a device near you.

Once closely guarded secrets, some companies are maximizing exposure by teasing their ads online. Of course, early debut risks early criticism as well: Mercedes Benz' Kate Upton spot initially caught flak for being too racy. Now that the full-length video is available, people are complaining she's not in it enough! And Coca-Cola's gamified ad gambit is fending off cries of racism.

Is it worth it? Well, YouTube says ads that debut prior to the game get 600% more views. So we can probably expect more big names in the future to take the risk of a little negative publicity if it means getting more for their Super Bowl buck.

Many sponsors, like Pepsi, Pizza Hut, Doritos and Lincoln, are using social networks and fans online to crowdsource content to be aired during game night. Meanwhile, Target is skipping TV altogether in favor of a mobile app.

Find out more in this week's episode of Freshwire's "60 Seconds of Social Media" below.

And catch up on last week's episode on consumer reviews online here.