It's cowboys v. showgirls in Coke's Super Bowl ad

A 60-second version of the spot can be found at that Web address and will air during the first half of the Super Bowl.

Beginning Wednesday through the end of the Super Bowl, which airs Feb. 3 on CBS, users can vote online or send a tweet to choose their favorite group, and try to sabatoge other groups. The winner, tallied in real time, will be shown in an ad immediately following the final whistle of the Super Bowl.

The effort follows Coke's campaign last year that also targeted "second screen" viewers. Ads during the Super Bowl showed animated polar bears watching the Super Bowl and directed viewers to a Web site where people could watch a live feed of the bears throughout the entire game.

In a Webcast on Wednesday, Pio Schunker, senior vice president of integrated marketing, said that although that campaign garnered 9 million viewers who watched an average of 28 minutes, there were some missteps. The effort was too passive and the company did not thank viewers who logged on to watch the bears, he said.

This time, the first 50,000 viewers who vote on cokechase.com will get a free Coke or Diet Coke, if they log on to Coke's rewards site and register.

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On the web: CokeChase.com