In a matter of days the Super Bowl will be upon us. With every Super Bowl comes the influx of companies vying for a spot within the four hour telecast. 2013 is another year for the highest priced 30-second spot at $4 million. This is forcing companies like Coca-Cola and Audi have to improve their promotions in order to drive up the number of impressions and influence sales. There is no better way to do this than a fully integrated marketing campaign.

Coca-Cola and Audi are using the pre-game hype to get consumers interested and invested early. This week, Coca-Cola released a minute-long teaser trailer of their “Mirage” campaign. It features cowboys, showgirls and badlanders racing through the desert towards a very large Coca-Cola bottle. The bottle ends up being a billboard with a sign attached it to saying “Coca-Cola, 50 miles.” The commercial then prompts you to go to their website to vote for which group you want to ultimately win the race.

Audi’s campaign features a young boy going to prom by himself. To brighten his spirits his father gives him the keys to his Audi S-6 sports sedan. The car transforms the young boy to a confident and daring individual. Once at prom he steals the principal’s parking spot and kisses the prom queen. Audi has created three different endings to this scenario and has prompted its customers to go online and vote for their favorite. The winning commercial will be featured during Sunday’s game.

By releasing these commercials a week in advance it gives the company longer exposure time and helps to increase the hype of the product featured. Both ad campaigns also feature a call to action from the consumer and takes advantage of the use of second screens. Most consumers have more than one screen in front of them while watching TV; the TV itself and a mobile phone, tablet or computer. This makes the consumer more likely to follow through with the call to action by going to the website and voting for their favorites, ultimately making the campaign more successful.