These 10 brands—without Super Bowl ads—are hacking the Big Game.

Adweek – February 1, 2021

Corona Beer

For three years, Corona has partnered with sports analyst and former quarterback Tony Romo to run the Corona Hotline Operator. The branded hotline offers fans fantasy football advice and “Romo Reflections.” But on Feb. 7, Romo has a scheduling conflict and will need a few fans to take over.

The beer brand partnered with agency Cramer-Krasselt and MullenLowe PR for its #RomoReplacement campaign, which issues a call for hotline operator auditions through a series of spots that will go live across digital, social media and TV nationally this week. To audition, fans 21 and older can post their audition videos to Instagram, Twitter or Facebook using #RomoReplacement. Romo will choose his favorites to share on Corona’s social channels, acknowledging them as “Tony’s Picks.” However, auditioning fans will have to compete with rapper Snoop Dogg.

See Snoop’s audition on Twitter and read more at Adweek.