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Super Bowl Advertisers Going the Sweepstakes Route, Giving Away Cars; Plus: Free Pizza If the Game Goes Into OT NY Times

More advertisers are launching sweepstakes offers in connection with their Super Bowl advertising buys as a way of engaging fans, reports The New York Times' Media Decoder blog.

BMW and Mercedes-Benz are planning giveaways, with BMW offering a two-year lease on a new X3 and Mercedes giving away two new C-Class coupes, the story notes.

The Mercedes coupes will be given to members of a team that wins a race Mercedes is promoting through Twitter, the article says.

Papa John's International, meanwhile, didn't buy a Super Bowl spot but is offering the chance to win free pizzas if the Super Bowl goes into overtime, something that no Super Bowl has ever done, the piece notes.