NEW YORK (AP) -- You don't have to be a football player to be a part of the action on Super Bowl Sunday.
Coca-Cola is asking people to vote for an online match between three groups competing for a Coke on Game Day. Pepsi and Toyota are using viewers' photos in their ads. Audi let people choose the end of its Super Bowl ad, while Lincoln based its spot on tweets from fans.
Advertisers have found new ways to get viewers into the game. But they're going well beyond encouraging fans to tweet or "like" their ads on websites like Twitter Facebook. They're trying to get the most of their ads: Companies that advertise during the Super Bowl get a 20 percent increase in Web traffic on the day of the game.