A New Recipe for Watch-and-Win Sweeps

Wells' Dairy is hosting an online "talent search" sweepstakes touting its Blue Bunny ice cream.

Consumers go to www.bluebunny.com to register for its "iScream Team" and watch a 2.5-minute Webisode of six "contestants" in the fictitious talent search. Consumers vote for their favorite, and are automatically entered in the sweeps to win a trip for four to New York City, including tickets to a Broadway show and $1,000 cash. Fans earn extra chances to vote by referring friends to the site.

Second prize (five) is a digital camcorder kit; 1,000 runners up win an "Official iScream Team Judge" T-shirt. The promo runs through Sept. 7 via LeMars, IA-based Wells' Dairy.

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