Wall Street Journal owner News Corp. returned to the Super Bowl on Feb. 6, 2011, for the first time since 2000 ("Fingerprint") to promote its swing-for-the-fences "iPad newspaper" The Daily, Rupert Murdoch's ambitious play to create a news brand custom-fit to Apple's young tablet.

Steve Jobs had only announced the iPad almost exactly one year before Super Bowl XLV, and units hadn't reached consumers' hands until April 2010. The Daily, for its part, was even newer, going live only on Feb. 2, 2011.

The $30 million that Murdoch and News Corp. invested in getting The Daily off the ground was not, however, saddled with another $2.8 million to $3.8 million in costs, the price that Fox sought for 30 seconds during that year's game. Fox was also part of News Corp. then, so The Daily was able to snag some of the promotional time that would have otherwise gone to promote "Glee" or other Fox programs.

The Daily went on to make a go at it, but would be gone by Super Bowl XLVII. Facing plenty of more-established news sources available on the iPad but not restricted to it, The Daily shut down on Dec. 15, 2012.

BRAND: The Daily

YEAR: 2011

AGENCY: internal

SUPERBOWL: XLV

QUARTER AIRED: Q2