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Frank’s RedHot is the latest brand to circumvent spending over $5 million to air a Super Bowl spot. Instead, the brand will offer prizes to people who tweet about other brands’ ads during the Big Game.
The contest, #FranksSweepstakes, which will run on Twitter on Super Bowl Sunday from 3:30 p.m. to 11:59 p.m. ET, aims to put a playful twist on the brand’s “I put that shit on everything” tagline by asking participants to “Put that emoji on everything.”