The Super Bowl is taking place this Sunday, with the USs biggest brands making the traditional splash with their shiny new TV ads, and a bit of sport on the side too. But with the advent of second screening, advertisers now have the chance to maximise their ad presence by bringing matching content to mobiles through services like Shazam and Zeebox – although, as we found out with the X Factor semi-final, brands arent always ready to make the most of this opportunity.

Shazam has revealed that it will be serving up bespoke content during the first ad of the game, for Bud Light – offering 500,000 downloads of Afrojack single Ten Feet Tall ahead of its official release on Monday – as well as for Jaguars Rendezvous spot – which links to a British Villains microsite with info and video of the manufacturers F-Type cars.

Shazam have also signed up Bruno Mars, who will be performing during the Super Bowl half-time show, giving users exclusive access to live footage and the ability to purchase tickets for his tour.

Thats far from all the ad content which has the potential for second screen content, however – but for the first time Shazam will be able to recognise all of the ads broadcast, enabling users to rewatch ads when they want and share them on social media.

“The Big Game is always one of the most Shazamed shows on TV and this year we have created an amazing experience for both football and music fans,” said Rich Riley, Shazam CEO. “Shazam has created an immersive experience around all aspects of the broadcast including the ability to recognize, replay and share all of the amazing ads or go back and see last year’s favorites.”

Shazam is also launching a Timeline feature which enables viewers to view minute-by-minute updates during the game, as well as playlists of the half-time show performances and themed around each teams’ home city.