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Duracell isn't the only brand cashing in on all the attention Times Square will get during New Year's Eve. And for that matter, neither is Snooki. Along with the battery company's D-list–celebs–on–bikes scheme, we'll see free lip balm from Nivea, a wedding contest from Get Married Media, and, on December 28th, a stand at which people can shred old documents from a paper management company called Cintas. Also, MasterCard will donate money to cancer research when tourists pay with plastic at area businesses like American Eagle Outfitters. [NYT; Previously; AP]