Budweiser and Pizza Hut have expanded the effectiveness of their Super Bowl ads by developing a mobile aspect of the campaign, writes MediaBuyerPlanner.

Budweiser, working with mobile marketing firm ipsh, created a real-time voting promotion for fans who register at www.budweiser.com. Consumers voted via SMS to voice their opinions on Budweiser commercials as they aired. After the game, participants have special access to a bonus commercial on the website. Some will be able to see all the Budweiser commercials on their mobile phones.

Pizza Hut embedded hidden codes in all its commercials. Viewers who hunt for the codes and text them in earn a chance to win everything from cars to entertainment packages to free music downloads.

"With close to a billion people watching, it's a prime opportunity to make a connection that lasts longer than thirty seconds," according to Nihal Mehta, CEO of ipsh.