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VOL. 37 | NO. 5 | Friday, February 1, 2013
5 Super Bowl ads that enlist viewer help
The Associated Press
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.
4. Ford Motor Co. enlisted late-night talk show host Jimmy Fallon to choose road trip stories submitted via Twitter with the hashtag #steerthescript for its Lincoln Super Bowl ad. The story line of the Lincoln ad was developed from 6,117 Tweets and stars rapper Joseph "Rev Run" Simmons and Wil Wheaton, who acted in "Star Trek: The Next Generation."
5. 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.