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 |  Feb 02 2011, 3:11 PM

Audi wants Super Bowl fans to re-define luxury. To kick off Super Bowl week, they’ve taken their quest online using various social media outlets for fans to join the movement.

As of today, you can visit Facebook at audi.us/EstateSale and Twitter at http://audi.us/ProgressIs and RSVP to these social media contests that attempt to give old luxury the heave-ho and usher in a new generation of Progressive Luxury.

The Audi Progressive Luxury Trade-up contest on Twitter, which starts on Thursday, Feburary 3, lets you determine what is the most creative and compelling definition of Progressive Luxury. All you have to do is include the hashtag #ProgressIs and the http://audi.us/ProgressIs URL in your tweets, and you’ll be entered into the contest. If you make it to the top 10, you’ll win a virtual old luxury prize that can be traded in for a real Progressive Luxury prize. One lucky Tweeter will get an exhilarating R8 drive at the Audi sportscar experience in Sonoma, California, which includes a track driving program and exclusive weekend, as well at $25,000 to go to a charity on behalf of the grand prize winner. Starting today, users can visit http://audi.us/ProgressIs to RSVP in advance for the contest.  (Also interesting to note is that the #ProgressIs hashtag will make Super Bowl history by being the first time a brand has included a Twitter hashtag in its Super Bowl television advertisement.)

The Facebook fans can get in on the action too. Starting on Supper Bowl Sunday, the Audi Estate Sale Facebook experience wants you to tag old luxury items found within Audi’s Super Bowl spot “Release the Hounds.”  It’s another chance to win that Audi Sportscar Experience. To qualify, you need to complete the experience.