Brilliant! winter getaway promotions

It's March. Got the winter blahs yet? We're betting you do, so we searched for promos and contests offering a chance to win vacations to balmy climates, or at least a place where you could actually enjoy the snow. Here are the most creative, clever and just plain brilliant getaway promos around.

It’s March. Got the winter blahs yet? We’re betting you do, so we searched for promos and contests offering a chance to win vacations to balmy climates, or at least a place where you could actually enjoy the snow. Here are the most creative, clever and just plain brilliant getaway promos around.

MuchMusic/Kit Kat Take Your Break to the Next Level

Dude, have a break. Nestlé’s Kit Kat played on its ‘Have a break’ slogan and paired up with MuchMusic/MusiquePlus to promote the new Kit Kat Chunky Peanut Butter bar. After creating an online CHUM user profile to beef up CHUM’s mailing list, entrants could sign up for a shot at winning a spring break cross-country road trip to check out concerts in three different cities. The contest page (www.muchmusic.com/promo/kitkat05/index_en.asp) featured an ‘e-mail to a friend’ option, and chances of winning improved each time a friend signed up. The contest, which ran from Feb. 7 to

March 7, was promoted on MuchMusic and MusiquePlus.

Rogers Great Canadian Snowball Fight

A new spin on the hugely successful viral campaign ‘Throw like a girl snowball fight’ Chatelaine did four years ago that tripled the mag’s e-mail database. This time Rogers’ marketing team branched out, promoting the contest in seven mags and on 18 radio stations. After participants entered at www.greatcanadiansnowballfight.ca, they found winter-themed articles from the likes of Chatelaine and Macleans. Two weeks into the contest – which ran Jan. 10 to March 13 – 20,000 of the 26,000 entrants had clicked through to the content, and halfway through, 200,000 snowballs had been launched. Entrants could win either a trip to Jasper, a diamond necklace or a home gym. The promotion was led by Rogers director of marketing for consumer Web groups Mirabel Palmer-Elliot and Chatelaine senior marketing manager Silvana Martins.

Kraft – Survivor and Demandes Spéciales

Survivor, seen on Global, has strong viewership across all ages, making it an ideal choice to reach Kraft’s family target. Mississauga, Ont.-based promo agency GenCom helped Kraft Canada develop a family-oriented contest around the program. It’s being promoted on Post cereal boxes, with eight-digit codes. For six weeks beginning in mid-February a code is broadcast during Survivor: Palau, and whoever has the matching code each week wins. The prizes? Trips for four to locales like Borneo or the Australian outback. Kraft Canada is running a similar promotion in French-speaking Canada with TVA’s Demandes Spéciales, a consistent top 10 ratings grabber in Quebec.