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Building on the success of the 2007 M&M's Brand Halloween Promotion, Mars Snackfood US will roll out The Halloween Million Dollar Contest Aug. 15 in the grocery, convenience, drug, mass, specialty, and value channels. The national sweepstakes will award one $1 million prize, and an instant-win game will yield 20,000 additional prizes.
Consumers entering UPC codes from participating products at HalloweenMillion.com will be directed to that brand's “room” in the Million Dollar Mansion. Each room will contain “clickable” items which, when selected, may reveal Instant Win Messages to consumers. Among the instant-win prizes to be offered are free product coupons and $1,000 M&M's branded VISA debit cards, and all participants are entered in the sweepstakes for the $1 million grand prize.
While the 2007 promotion featured only the M&M's brand, the upcoming promotion will also encompass the Mars brands Snickers, 3 Musketeers, Twix, Milky Way, Skittles and Starburst.
New items to be offered during the promotion include a Halloween M&M's blend, Cool Ghoul's Mix, which adds purple and “electric green” to the usual black and orange candy pieces, in Milk Chocolate and Peanut varieties; Snickers Rockin' Nut Road; and a 26-ounce Big Time Variety Bag featuring Skittles and Starburst Fun Size.
The Halloween Million Dollar Contest will be supported by a comprehensive advertising campaign that includes TV, print, radio, and online components. In-store merchandising vehicles will include promotional display cases and promotional POP.