The custom game features three levels, with users and their avatars getting the chance to take on Pepsi Max footballers in a game of skill while running across the crowd (re-creating some of the scenes from the ad). On completing each level players get digital prizes such as Pepsi-branded avatar T-shirts and Pepsi Max football themes for their home screens.

“The New Xbox Live mini-game has enabled Pepsi Max to leverage its high-impact TV advertising collateral in a highly interactive gaming environment,” says Michael Dwan, senior director of global creative solutions, Microsoft EMEA. “Users will want to keep coming back to the game as they strive to reach top of the leader board, sharing their rewards with friends and playing with a host of athletes to eventually unlock their Pepsi Max theme.”

“It was always my feeling that the show lacked a certain authenticity because we never could have an actual master recording of the Beatles performing,” Matthew Weiner, the creator of Mad Men told the New York Times ArtsBeat blog. “Not just someone singing their song or a version of their song, but them, doing a song in the show. It always felt to me like a flaw. Because they are the band, probably, of the 20th century.”

And smartphones are increasingly becoming portable TVs, with 33.5 million mobile phone owners now watching video on their handsets – an increase of 35.7% on last year.

The average consumer now watches nearly five hours of video each day, but 98% of that is still viewed on a traditional TV set.

There was Coca-Cola’s Polar Bowl campaign for the last Super Bowl featuring ads with animated polar bears which extended onto a second screen with Polar Bowl where two bear viewers reacted to the game, the half-time show and the commercials in near-real time. The bears also commented via @CocaCola on Twitter.

“While the brand had planned for 300,000 concurrent live stream viewers, more than double that number had the stream open by the third quarter, with viewership growing as more people mentioned the Polar Bowl on Facebook and Twitter,” the report says.

A search engine is a natural fit for a second-screen tie-in, since multitasking viewers are often seeking more information about the show, JWT says. Bing aired a 60-second spot in its Bing Is For Doing campaign during the Grammys and extended the idea through a partnership with rewards-based social TV app Viggle – Viggle users watching the telecast could answer trivia questions to rack up rewards points and, for hints, they could tap a Bing icon within the app. Viggle and Bing created a similar experience during the Oscars.

And Waitrose ran a Christmas TV commercial last year in the UK which enabled viewers with Blippar’s augmented reality app to access more content, including a cake decorating tutorial by Delia Smith and an interview with chef Heston Blumenthal, both of whom starred in the spot. Print ads were also Blippable.

Players can customise their personal avatars with Strictly make-up, hair and costumes, as well as learn dance routines including the samba, jive and tango.

“Strictly… is a global pop culture phenomenon and developing this game has been a major initiative for our business,” says Robert Nashak, evp, BBC Worldwide digital entertainment & games. “We’ve tried hard to create a fun and authentic experience that fully engages players in everything that it takes to be a celebrity contestant on the show.”

All this and more on the Mad Men In The Modern Tech World infographic from Infolinks.

by Infolinks. Browse more infographics.

“Social media and social networking are exploding across television screens as networks use social media to enable audiences to interact directly with related content for a richer viewing experience,” said Robin Murdoch, Accenture’s global Internet segment managing director. “This has huge revenue growth potential as social media applications build programme viewer loyalty and drive online advertising opportunities.”

Purchase intent for Contraband spiked by 72% for cross-screen viewers from 18% to 31%.  Brand recall for the movie was 69% higher for cross-screen viewers compared to TV-only viewers. And ad recall on TV-only was 55%, while cross-screen viewership increased recall to 93%. In addition, cross-screen viewers also were 160% more likely to recommend the movie to a friend or family member.

“We expected this study to be high-impact and it was,” said Frank Stagliano, General Manager of Nielsen Entertainment Television. “There’s a growing trend towards simultaneous usage of media across platforms, and reaching consumers during those times can dramatically improve the effectiveness of an ad campaign. That’s because cross-platform campaigns give an immediate call to action that’s not always available when advertising on TV alone.”