Advertisers are finding new ways to get viewers into the game during Super Bowl XLVII, which airs on CBS on Sunday. Here are 5 campaigns that enlist viewer help in one form or another.
1. Coca-Cola created an online game that pits a troupe of showgirls, biker-style "badlanders" and cowboys against each other in a race to find a Coke in the desert. Viewers are encouraged to vote for their favorite group and set up obstacles that delay other groups on CokeChase.com. Obstacles include a traffic light or getting a pizza delivered, which both waste time. Coca-Cola's online game is alluded to in a Super Bowl ad and the winning group — which has the most "for" votes and the least "obstacle" votes will be announced after the Big Game. Coke will also give the first 50,000 people who vote a free Coke.
2. For its halftime intro spot, Pepsi, the sponsor of the Super Bowl halftime show, created a collage of 1,000 user-submitted photos that are stitched together to create a 30-second video that looks like one person jumping to the tune of Beyonce's "Countdown." The spot introduces the pop star's halftime show.
3. Toyota invited people to submit photos of themselves on Instagram or Twitter between Jan. 2 to Jan. 12 with the hashtag (hash)wishgranted. The photos were entered into a contest to win a spot on Toyota's Super Bowl ad. The ad stars Kaley Cuoco from CBS's "The Big Bang Theory" granting wishes. A photo of the winner, Ryan Koch of Fitchburg, Wis., will be featured in the ad.