Every year, Super Bowl advertisers try to make a splash with new, edgy ad concepts.
This Sunday, in addition to the usual cast of beer-pitching frogs and dot-com monkeys, marketers will experiment with the form of the ad itself, responding to nascent interactive television applications that allow new promotional opportunities.
Wireless companies, for instance, are setting up games and contests that allow viewers to interact with the game using phones. In the AT&T Wireless Super Bowl Trivia Challenge, participants can receive and answer trivia questions by text messages on an AT&T phone. An on-air tie-in has contestants tune in to the pre-game show to be quizzed about “a classic Super Bowl moment.”