Multichannel
January 18, 2011
By Elizabeth Zelesny

Mercedes-Benz revealed plans for an initiative that leverages the virality of Twitter to power four race teams to the Super Bowl, during which the carmaker will advertise for the first time.
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","iv":"7d4d86d8eb7297f6d143d6536c15a99e","s":"5258159cc0023c86"}
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