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HERNDON, Va. — Audi of America is looking to further leverage the exposure one of its vehicles is receiving in the film Iron Man 2. The automaker on Tuesday announced an online social-media contest called "The Tony Stark Innovation Challenge" that stems from the movie character's use of the Audi R8 and other technological advances.

Starting Wednesday, consumers can submit two-minute videos that showcase their ideas for better living through the use of technology. Next, they must rally members of their Facebook, Twitter, MySpace and other social media networks to rate, comment and discuss their ideas.

Contestants can submit videos at www.tonystarkinnovationchallenge.com through June 9. The automaker listed several prizes the winner will receive on June 28:

—$15,000 in funding to develop their concept.

—Their experience documented and featured on www.audiusa.com.

—A four-day trip for two to California including airfare, hotel and meals.

—Transportation in the latest vehicle from Audi, the 2011 A8.

—A tour of Audi Design Center in Santa Monica, Calif.

—A day at the Audi Sports Car Experience to drive movie character's favorite vehicle, the Audi R8.

"Achieving progress through technology is the message behind Iron Man 2, and this idea is fundamental to Audi," explained Scott Keogh, chief marketing officer for Audi.

"The partnership in Iron Man 2 celebrates our shared focus on innovation, and this contest allows anyone with a great idea to not just express it, but potentially make a true difference within their industry," Keogh added.

The automaker mentioned that the movie character is seen throughout the film driving a soft-top convertible version of the Audi R8 Spyder. The company also mentioned its A8 sedan is showcased in the film as well.

Kelley Blue Book already noticed how the movie is generating more traffic interest for the Audi R8 at its Web site, Kbb.com. Site officials recently mentioned that the unit posted the second-highest activity growth last week.