Rogers Communications is regifting its Consumer Appreciation event for a second year. Reaching out to 7.7 million customers across the country with a direct mail piece supported by online and cable promotions, the program drives to rogersthankyou.com, where people can shake, weigh, peek at and ultimately pick a gift box to claim a prize.

‘We received a lot of positive feedback, so this year we wanted to build on the first program,’ says Matthew Ariker, VP, customer base management, Rogers Wireless. ‘We wanted to thank our customers in a tangible way.’

Depending on how many of Rogers’ wireless and cable services they use during the year, consumers get up to four shots at the grand prize of a Sony package including a Bravia HD LCD TV, home theatre system, hard disk drive camcorder, DVD player and other gadgets worth over $5,000. With only five such packages available to win, players are more likely to walk away with a movie rental from Rogers Video, a three-month subscription to a Rogers publication or a customized Tego phone skin. This year, consumers also have the option of donating to the United Way/Centraide in lieu of collecting a prize, which Ariker confirms has been a popular option.

Also new this year is the Early Bird draw, in which entrants are eligible to win tickets to an NFL game at the Rogers Centre in December. The campaign, by Publicis Modem, runs till Dec. 14.