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A million bucks is a prize well worth wishing for, but Agency.com wants money-grubbing frequent travelers to get more specific. Thus, the Digital Wishing Well component of Choice Hotels' "Key to a Million Sweepstakes," a summer promotion that offers guests at Econo Lodges and Rodeway Inns the chance to pick one of 20 room keys leading to a $1,000,000 jackpot. The Wishing Well takes the form of a dynamic ad unit on travel-oriented websites around the web—visitors can inscribe a virtual coin with what they would do with a million dollars, and watch as their wish is tossed into the well in real-time for other visitors to peruse.