Ready to rumble: Super Bowl fans get in the game

"Last year's effort was much more passive. It was you watching bears watching the game," said Pio Schunker, senior vice president of integrated marketing. "This year we thought, 'Can we up ante on the fun factor by handing the reins over to consumers?'"

Audi let viewers choose one of three possible endings for its Game Day spot by voting online on Jan. 25 for 24 hours.

The ad shows a boy who gets enough confidence from driving his father's Audi to the prom to kiss his dream girl, even though he is then decked by her boyfriend. Audi allowed people to vote for one of three potential endings for the ad.

In one possible ending, the boy drives home alone in triumphant. Another ending shows him palling around with friends. The third shows the boy going home and finding a prom picture of his parents in which his dad has a similar black eye.

The first ending, called "Worth it," won.

Audi, which declined to say how many people voted, said "Worth It," was by far the most popular, getting more than half of the total views and the most "thumbs up" out of all three versions

"This year, Audi wanted to elevate fan interaction by allowing them to take part in the creative process and have a voice in how our spot should end," said Loren Angelo, Audi's general manager of brand marketing. "

The strategy seems to be working. On YouTube, the Audi ad is the third-most viewed Super Bowl ad so far, with 2.5 million views, behind a Toyota ad staring Kaley Cuoco of CBS' "The Big Bang Theory" and a teaser for Mercedes-Benz featuring supermodel Kate Upton, according to YouTube.com

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Online:

Coca-Cola "Coke Chase" campaign: www.cokechase.com

Pepsi's "Halftime" campaign: http://halftime.pepsi.com/

Toyota's "Wish Granted" ad: http://www.youtube.com/user/ToyotaUSA?feature=watch

Ford's Lincoln "Steer the Script" campaign: http://www.steerthescript.com/

Audi's "Prom" ad: http://www.youtube.com/watch?v=ANhmS6QLd5Q