Get It 1st is set to launch in the new year across six key countlines and run until mid-June. It will then be extended into the food giant’s ice cream brands throughout next summer.
The promotion will be targeted at 16 to 24-year-olds and will invite them to text or e-mail for a host of prizes through on-pack teasers. Prizes will include tickets to music gigs, MP3 players, plasma TVs and foreign trips. Consumers who don’t win immediately will still get the chance to claim cinema tickets, CDs and game demos by collecting wrappers.
Masterfoods is teaming up with four partners for the giveaway - Sony, 20th Century Fox, software specialist Ubisoft and surfwear brand Ripcurl.
A spokeswoman said high-profile support would include press ads in key consumer titles, radio ads and point of sale.
Meanwhile, the company has revealed that Mars will be put into bags of mini eggs for the first time next year as part of its spring and Easter offering.