This year’s crop of Super Bowl ads are taking a less interactive approach than in recent years when user-generated video contests were in vogue, ClickZ
reports. Doritos, which embraced UGC last year, is doing a music contest. Other companies with Super Bowl TV ads will put their spots online the day of the game, rather than previewing them on the Web. Nielsen Online Strategic Services says that companies that have done UGC ads in the past may just be looking to do something different.