The Super Bowl is undeniably America's biggest sporting event of the year. In fact, last year's game pulled in 114.4 million viewers – the most watched show in U.S. history. And large brands have never shied away from spending big dollars on advertising during the game – spending upwards of $4.5 million for a 30-second commercial. Yet, for the first time Super Bowl organizers are taking this captive audience to create a force for good, asking consumers to play a part in making the event the "most healthy, sustainable, shared, and socially responsible Super Bowl ever."