NEW YORK (AP) - Most people will be cheering for the San Francisco 49ers or Baltimore Ravens during Super Bowl XLVII on Feb. 3.
But Coca-Cola is asking viewers to cheer for three very different groups in an interactive marketing blitz during the big game: a troupe of showgirls, a band of cowboys and a biker-style gang of "badlanders" - all on a quest for a third-quenching Coke in a desert.
The campaign, which will include TV spots as well as a Web site and interaction with consumers on social media sites like Twitter and Instagram, asks viewers to vote online for their favorite group.
It is the world's largest beverage maker's latest attempt to capture interest of people who watch the Big Game with a second screen like a tablet or smartphone nearby.
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