You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Coca-Cola Builds Social-Media Game Around Super Bowl Spot Result of Choose-Your-Own-Adventure Effort Will Result in Post-Game Ad By Natalie Zmuda, Published on January 22, 2013 5 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.