The Super Bowl on Sunday, Feb. 6, 2011, will feature an innovate ad for 20th Century Fox’s animated film "Rio," which will include an embedded code for players of a hughly popular app,Advertising Age reports.
It’s a tie-in with the "Angry Birds" app.
The commercial, produced in-house by Fox, will be the first Super Bowl ad that asks viewers to pause the spot and watch frame-by-frame to get an embedded code, the story notes.
That code will allow players of "Angry Birds," one of the most popular apps for Apple devices such as the iPhone, to access a special level in the game, the article adds.
Players who finish the secret level will then be entered in to a "Rio" sweepstakes, with the winner receiving a trip to Rio de Janiero for the film’s debut, it adds.