Beverage giant PepsiCo Inc. is using television check-ins to bolster its advertising during Super Bowl XLVI.

Pepsi is making digital a big push for its upcoming TV spots that will run during the game. The company is working with GetGlue and Shazam to incorporate mobile into this campaign.

"The Super Bowl is one of the biggest sports and social events of the year," said Alex Iskold, founder/CEO of GetGlue, New York.

"For Social TV in particular, this is a huge national event because it is watched live and discussed amongst friends, family and even strangers," he said.

"Fans will comment on every play, discuss the halftime performance and then continue on to the end of the game and even until the next day."

Pepsi did not respond to press inquiries.

Mobile interception
Pepsi's Super Bowl advertising campaign centers around music and getting people to talk during the game.

The brand?s TV commercials are focused around Pepsi?s sponsorship and work with Fox?s "The X Factor" show.

The ads will feature a Shazam logo in the bottom corner of the screen that users can snap with the Shazam app. Viewers who use the Shazam app can watch a music video during the show.

Pepsi is also using GetGlue to interact with users during the Super Bowl game.

Users who check-in to the game can access additional content and receive coupons for buy-one-get-one-free Pepsi products.

Pepsi has also partnered with Pandora to create a radio station that users can tune-in to for game day-themed music.

Additionally, Pepsi is using mobile Web to interact with users in real-time during the game.

Sports fans can enter http://www.pepsisoundoff.com/ into their mobile browsers to follow along with the game by signing into the mobile site with their Facebook or Twitter accounts.

By using the mobile site, users can collect points for talking about the game. The site is also accessible via Web.

Football players and celebrities such as New York Jets player Mark Sanchez will also be using the platform during the game.

Super soda
Pepsi is not the only beverage company betting on multiple screen experiences for the Super Bowl XLVI.

The company?s main competitor, Coca-Cola, is also using mobile and social to interact with fans during the game.

Coca-Cola is using a mobile branded site that will tie the company?s TV, social and mobile together (see story).

The increased use of Super Bowl-themed mobile and TV initiatives points to the growing shift of consumers multitasking while watching TV.

Social check-ins are also a growing trend and offer consumers an incentive for watching their favorite TV shows.

"According to Nielsen, three-fourths of Americans are using second-screen devices, predominantly mobile phones and tablets while watching TV," Mr. Iskold said.

"Check-ins in particular are great for mobile because it is a lightweight and quick experience," he said.

"Also, the Super Bowl is a national event where friends get together and throw parties and fans are at local bars rooting their team on, so it is a very social type of event where people have their phones on them and are not necessarily sitting down with their laptop." 

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York