Roberts Communications’ fifth annual Customer Bowl event is going social—and connecting to major advertisers like Bridgestone, Anheuser-Busch, Coca-Cola and E*TRADE via Facebook fan pages. The Customer Bowl V Facebook page is encouraging its hundreds of fans to join a nationwide (and even worldwide, with a few fans in Asia) conversation about the most anticipated Super Bowl ads.

Customer Bowl V has also invited thousands of fans of the major Super Bowl advertisers to play along and rate their favorite brand’s ads against the others on Super Bowl Sunday. Bridgestone posted a response asking Customer Bowl fans to choose its ads as their favorites, and head over to the Bridgestone fan page to select their favorite Bridgestone spots.

President and CEO Bill Murtha says that Facebook is the “watercooler” of today’s media. “Hosting Customer Bowl on Facebook allows us to create a fun, fast community conversation about the Super Bowl ads that we all love to watch. It takes advantage of the way people are consuming media today—watching TV while posting on fan pages, responding to e-mail on smart phones, Tweeting and texting at the same time.”

Customer Bowl reflects the Roberts CustomerThink approach to marketing communications. As Murtha summarizes it, “It doesn’t  matter what we think, or even what you think. In the end, all  that really matters is what your customer thinks."