We all know that the Super Bowl is about so much more than bean dip and football: the commercials.
Well, this weekend’s Super Bowl should be no different – especially with a much-anticipated Audi commercial, the (supposed) first to use a Twitter hashtag in a major network TV ad.
A hashtag is used to filter the conversation on Twitter based on an event or meme. For example, a hashtag may be #Internet that when clicked, brings you to all the tweets using the hashtag #Internet.
Audi is a company that has been particularly active in the technology and new media space, and recently announced a partnership with chip company Nvidia for its in-car 3D display.
One of Audi’s hashtag, #Progressls, will appear during Sunday’s game and viewers who use the hashtag and URL audi.us/Progressls in their tweets will be entered to win a trip to Sonoma to test drive the Audi R8 supercar later in the month.
Audi will also award $25,000 to a charity of the winner’s choice.
Based on Audi’s new tagline, “Luxury has progressed,” the ad will feature two fancy inmates escaping from a luxury prison. Oh, and it will have Kenny G in it?!
The company will also run the Sonoma contest on Facebook where fans can tag items shown in the Super Bowl ad.
Audi may be the first company to display a Twitter hashtag in the context of a major network TV ad campaign, but will certainly not be the last. Aside from Audi, Bridgestone is planning send to out promoted tweets during the game and Mercedes-Benz will launch “The World’s First Twitter-Fueled Race,” which awards a prize for the person who generates the most tweet activity during the contest.