Crystal Pepsi, Pets.com, Napster, more who coughed up big bucks for Big Game -- and went down the drain
Average 30-second ad cost that year: $2.2 million
Fumble: Though the sock puppet-starring ad was well-liked in its day, Pets.com was part of a virtual bloodbath in 2000, essentially the rubber-band reaction to the mid- to late-'90s boom in Silicon Valley. The ''Dot-Com Bowl'' featured 17 Internet companies who hoped to leverage big-game exposure as they went public. Unfortunately, their risk-reward scheme backfired in a major way. Have you visited Epidemic.com, OnMoney.com, Lifeminder.com, OurBeginning.com, Computer.com, or Netpliance.com lately? Nope? That's because you can't. Nearly half of the companies with ads that year had folded by the time the clock struck 2001.
The final score: One of the most drastic example of this collapse, Pets.com had closed by November 2000. Bittersweetly, the sock puppet toy was the last item available for purchase when the site shut down.