Audi entered the  Super Bowl week with massive online activity and new campaign on TV. During the superbowl broadcast, it will introduce a 60-second TV spot featuring 2011 A8 sedan, Audi’s most technologically-advanced vehicle to date and the symbol of Audi’s new luxury lineup. The spot ‘Release the Hounds’ was created by San Francisco-based Venables Bell & Partners.

The video sees two fugitives trying to escape a luxury prison and features a number of retro luxury items. The idea behind the spot was to make the consumer re-think the concept of luxury and experience what the real modern-day luxury is.

Pursuing the same goal, Audi launched two more events online. Starting today, fans can join two contests by visiting Facebook at audi.us/EstateSale and Twitter at http://audi.us/ProgressIs in order to say good-bye to old luxury and see the New Age Luxury.

To join the contest launched on Twitter, users shall include the hashtag #ProgressIs and the http://audi.us/ProgressIs URL in their tweets. The top 10 tweets will be awarded a virtual retro luxury prize, which they will be able to exchange for Progressive Luxury prizes, such as a cutting-edge designed R8 Chronograph watch. The Grand Prize will be an R8 drive at the Audi sportscar experience in Sonoma, California, where winners will enjoy the ultimate in progressive luxury through an exciting track driving program and exclusive weekend. Audi will also spend $25,000 to a charity on behalf of the grand prize winner.

More than that, the car brand is running another contest that will be officially introduced on Sunday during the Super Bowl broadcast.  The Audi Estate Sale Facebook® contest invites fans to tag old luxury items they’ve spotted within Audi’s Super Bowl ad ‘Release the Hounds’ for a chance to win the trip to the Audi Sportscar Experience in Sonoma, California.  Everyone who completes the task is entered to win the grand prize sweepstakes.