5 Super Bowl ads that enlist viewer help

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.

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Online:

www.cokechase.com

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.

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Online:

halftime.pepsi.com

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.