The Chocollect' texting and internet campaign will cover five of its largest brands Mars, Maltesers, Snickers, Twix and Bounty inviting consumers to use their mobiles to text and win prizes ranging from Samsung phones to ringtones and screen logos.
Users can also collect reward points to claim prizes, as well as enter into a weekly draw for a money can't buy' prize such as shark diving in South Africa.
Masterfoods has teamed up with five key partners to provide the rewards O2, Samsung, lastminute.com, Argos, Ministry of Sound and XBox.
Backed by a £10m spend including TV and press ads, the promotion, which will run for eight months, is aimed at texting-mad 16 to 24-year-olds.
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