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With companies spending millions to run advertisements during the Super Bowl, one tech company who isn't even buying a spot is set to become a big winner.
"We’re anticipating that at least half the Super Bowl commercials will have a hashtag this year," Adam Bain, Twitter’s president of global revenue, tells Fast Company.
Last year advertisers pushed potential customers to their Facebook pages, this year the San Francisco-based startup believes that several pitchers will try to get their audience engaged in a conversation on Twitter.
Twitter is helping push the agenda and enjoying the free publicity to boot.
The micro-blogging site is sponsoring what it calls a competition called Ad Scrimmage, where advertisers can compete to see whose spot gets the most social media love.
Fans can vote by tweeting and sending their followers to a custom ad gallery on the Super Bowl's website.
Whoever gets the most Twitter love will get a free promoted Trend on the social-networking site.