This week’s highlights from the Sports Business world:

Super Bowl ads take on a life of their own – With an estimated 60% of the 100+ million Super Bowl viewers using some form of a second screen (e.g. tablet or mobile device) while watching the game, it is not surprising to see advertisers going to great lengths to leverage their media buy and find ways to interact with these fans.  For many viewers, watching the ads during the Super Bowl is just as entertaining as the game itself.  The following are a few examples of what to look for:

VW - Last year VW won the top prize by releasing the now famous “The Force” spot several days before the big game and received millions of views prior to airing on TV.  They are at it again this year with the release of their new “Bark Side” spot, which is already at 9.3 million views on YouTube.  The competition is following suit with almost all of the advertisers teasing their spots in some way.  At a cost of $3.5 to $4 million per :30 spot, it makes sense to maximize this in as many ways possible.  (http://www.youtube.com/watch?v=6ntDYjS0Y3w)

Coke - What separates this year from previous Super Bowls is the level of social media integration.  Coke is attempting an ambitious campaign featuring their polar bears with real time interaction tied to events in the game.  The first spot airs during the first quarter and drives viewers to RSVP at CokePolarBowl.com (micro-site on Coke Facebook page) where they will see live streaming of the animated bears (one a Giants and the other a Patriots fan) react to what’s happening in the game.  This will also appear on Twitter, ESPN.com and other sports sites.  Fans will be able to share and post comments while receiving responses from Coke.  There is also a philanthropic tie-in as Coke will donate $1 to the World Wildlife Fund to help save polar bears for each visitor who RSVP’s. (http://apps.facebook.com/cokepolarbowl/)

Chevy – Chevy released a new app for iOS and Android called Chevy Game Time and is running a promotion with Twitter and the NFL named the “#Road to the Super Bowl”.  Chevy is utilizing user generated content from entrees from 32 different countries around the world.  Among other things, the app features a “license plate roulette” game where users who download receive a license plate number.  If that number shows up on one of the vehicles during the Super Bowl spots, they will win a car (Chevy is giving away 20 cars).  See promo spot here: (http://youtu.be/oGp3fRrNDoY )

Average Super Bowl ticket is selling for $4337