Even before the Super Bowl you may have heard about the world's last Blockbuster located in Oregon. While the video store has the Blockbuster name, it's run as a small business, mom and pop shop. A lot of their revenue comes from merch sales like hats.
Instead of spending 7 million on an ad on TV, they opted to drop the commercial on online during half time.
After the ad dropped, the Oregon business saw a huge jump in merch sales.