Britney Spears Is Right Fit for Jean Company

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Second Generation Jeans was looking for a smash hit with its recent sweepstakes. Early indications show the company got it.


The Britney eCrush Contest, which ended yesterday, drew more than 6,500 entries and doubled traffic to the jean company's Web site, Sec2gen.com.


The sweepstakes offered a pair of tickets to a Spears' Sept. 18 concert, a backstage pass and a free outfit from Second Generation Jeans. The company partnered with eCrush.com, a message board where teens reveal their secret crushes, and interactive agency ImagineThat.


To promote the sweepstakes, ImagineThat posted information on dozens of fan sites and message boards.

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