In brief: Volvo does a Super Bowl end run while Esurance joins the game

In other news: NFL donates air time for domestic-violence PSA ... Kim Kardashian stars in T-Mobile's Super Bowl ad ... NFL joins YouTube team ... Danny Trejo on being Marcia Brady ... Facebook stands up for Exchange.

Volvo to "intercept" Super Bowl ads. While it hasn't joined the Super Bowl lineup as a TV advertiser, Volvo is promoting "The Greatest Interception Ever," asking fans to tweet the hashtag #VolvoContest during other car brands' Super Bowl commercials. Participants will nominate a friend or loved one to win a new Volvo XC60 luxury crossover.

Esurance to make Super Bowl debut. It cashed in post-game last year with a $1.5 million sweepstake featured in the first ad slot after the 2014 Super Bowl. This year, Esurance will pony up for a spot at the game. Esurance didn't provide details but said its Super Bowl commercial will show why it's a "faster, smarter and more modern direct insurance provider."

NFL donates spot to combat domestic violence. The league will donate 30 seconds during the first quarter for a PSA on behalf of No More, an organization that addresses domestic violence and sexual assault. The NFL covered the production costs for the Super Bowl spot, which was created by Grey, the NFL's ad agency.

Kim Kardashian in Super Bowl T-Mobile ad. The reality star will star in a first-quarter spot that promotes T-Mobile's new "data stash" offering. The ad is one of two slots T-Mobile bought during the game after it debuted at last year's game with Tim Tebow.

The NFL tackles YouTube. The league and Google have teamed to allow content and clips to be posted on YouTube. The NFL YouTube channel, already launched, offers game previews, in-game highlights and recaps — but not live streaming.

Facebook: Exchange is here to stay. It might not be generating the buzz it did when it launched in 2012, Facebook's real-time ad exchange isn't going anywhere. That's the word from Facebook's VP of business and marketing partnerships, who spoke at AdExchanger's Industry Preview conference.

How Danny Trejo became Marcia Brady. The "Machete" actor's role as the eldest Brady daughter in Snickers' Super Bowl commercial came as a happy surprise to Trejo himself. "My agent called me and said, ‘Danny, I have a surprise for you. They want you to play Marcia Brady,'" Trejo tells Business Insider. "I’ve been nurturing a career of being a bad guy for 20 years and [you want me to] play Marcia Brady."

SkyMall files for bankruptcy. The encroachment of powered-up tablets and smartphones has taken its toll on the company behind the in-flight catalog SkyMall, which has filed for bankruptcy protection. The company, founded in 1989, fully suspended its retail catalog operation Jan. 16, and laid off 47 of its 137 employees. SkyMall parent  Xhibit Corp. (which bought SkyMall in 2013) is also seeking Chapter 11 protection.


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