The following came from an article in one.a magazine in 2002. But six years later, it's just as applicable:
It was pointed out that what got people talking about everything from E*Trade to “Whassup?” to Mike’s Hard Lemonade, even Apple’s legendary “1984,” wasn’t that it debuted on the Super Bowl but that all were part of comprehensive campaigns built around the brands. (In Apple’s case, while the spot ran once, it was followed by a coordinated onslaught of print inserts, publicity and direct response.)
Too often, says one planner, “the game is used as a blow-the-budget one-off that may introduce an unknown brand, but then fails to convert into any long-standing equity without a decent supporting program,” as happened to many dot-com brands.