(CNN) - During this year's big game, small screens are very important. In addition to spending millions on TV ads, advertisers have plenty of ways for Super Bowl fans to interact before, during and after the game through social media. Super Bowl advertisers have gone from the small screen to the smaller screen.
Two perennial super bowl advertisers left the verdict on their 2013 spots to the public. Doritos turned to a social campaign pitting user-generated spots against each other for a shot at appearing during the game.
The winner of this Coke chase between bands of cowboys, badlanders and showgirls is also left to the fans, voting online or using Twitter hashtags for each team. Real-time updates will take place across all of Coke's social media platforms and votes will be tallied through the end of the game.
Toyota's Super Bowl campaign asked Twitter and Instagram users to post photos with the hashtag "wish granted," for a chance to win a spot in the automaker's game day ad.
The Wheat Thins pre-game ad is just part of an ongoing hashtag campaign that asked fans in San Francisco and Baltimore to make social noise for a chance to win free snacks.
Taking a different approach, Target, not traditionally a Super Bowl TV advertiser with the almost four-million dollar price tag for a thirty second spot. The retailer's gone for a mobile app, called snack bowl which fans can play during timeouts.