Super Bowl 2013 Commercials: Viewers Call the Shots

Advertisers find ways to get viewers involved this year's big game commercials.
2:45 | 01/29/13

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Transcript for Super Bowl 2013 Commercials: Viewers Call the Shots
Back now at 7:42, with a new spin on the high-profile super bowl commercials that will be the most interactive ever. Viewers will be able to call the shots this year. Choosing what airs and voting on the endings of ads. And linsey davis is here with a super look at all of it. Good morning. Reporter: Good morning, la the internet is a game-changer. And companies advertising during the super bowl are hip to the game. They know the stats. Like the youtube research that says super bowl ads shown before the game get 600% more views. So, companies are scrambling to get the biggest bang for their buck. With $4 million at take for just 30 seconds of your time during this sunday's big game, advertisers are trying anything and everything to score big. What they're banking on is this year's winning play will be putting the power into the hands of the viewer. Wonder what would happen if i were to send this out. Reporter: Instead of betty white, talking babies and dogs in shoes, this year's all about interaction and social media. The super bowl will be the most democratic and social super bowl in history. They really want people involved with these ad campaigns because there is so much pressure. This is a gigantic investment. And they want these things to have a long shelf life. Reporter: For the past six years, doritos has been putting their fans to work making the ads. Sweetheart, I'd love to. But the guys are outside waiting for me. Got doritos. Reporter: And then, having them vote on which makes the cut. It will be fun for them to sort of vote and see their counts. It allows them to invest themsee game. Reporter: Something other companies are catching on to. This year, audi shot three endings to this. And allowing which one to makes it to the big screen. Budweiser is asking viewers to follow them on twitter to name this colt, the latest for their team of clydesdales. They're leg their fans strike a pose with the can, as they're waiting for beyonce for their halftime show. As massive as the audience is for the super bowl, youtube, as you can imagine, has it beat. Take last year's game, it attracted 111 million viewers. The same ads have been viewed online more than 300 million times. You do the math. I love that. The ads are my favorite part. Me, too. Now, they're just showing them before the game. You get extra play. Extra market. Really smart. My kids will be excited. Great job.

This transcript has been automatically generated and may not be 100% accurate.

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