Mars Snackfood US has launched an online sweepstakes for its Dove chocolate brand, which offers consumers the chance to win a $21,000 Kwiat diamond necklace. To win, users submit a short Valentine’s Day message on a branded microsite.
Dove, whose My Dove initiative puts personalized messages on chocolate wrappers, partnered with ID Media to launch direct marketing efforts for the sweepstakes, which included search and contextual online ads that were optimized daily for performance. The contest ends on March 15, but the marketing campaign extends to March 31.
