Call it the "second-screen" Super Bowl.
About two-thirds of smartphone and tablet owners use their gadgets to do things like text or post on Twitter while watching TV, according to research firm Nielsen. So, for Sunday's game, companies from Coke to Chevy are trying to reach fans on all the "second screens" they have.
Chevrolet rolled out the first Super Bowl smartphone app that allows Big Game watchers to win prizes. Kia is the first to show its Super Bowl ad ahead of the game in movie theaters. And Coca Cola set up a Facebook page and website so viewers can see its animated polar bears - one cheering for the New England Patriots and the other for the New York Giants - reacting to the game in real time.