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Silicon Valley’s Super Bowl isn’t all fashionable parties. It’s also a chance for the hometown apps to market the hell outta themselves.

Underdog ride-sharing app Lyft’s tactic was to get legendary San Francisco 49ers receiver Jerry Rice as an undercover driver. Lyft co-founder John Zimmer has pulled off the same stunt. But, no offense to John, the six-foot-two, three-time Super Bowl MVP had a bit harder time being stealth about it. (Although one female passenger is spectacularly blasé about her celebrity driver.)

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Lyft Drafts Former NFL Star Jerry Rice as Surprise Driver Before Super Bowl
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