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Auto Trader begins Cliff your Ride contest

Toronto-based Trader Corporation has begun a contest promotion called "Cliff your Ride." Entrants are invited to submit videos describing why their car deserves to be pushed over a cliff. The videos will be posted to a website at <> for public voting. The 20 most popular entries will go to a judging panel, which will select a winner. The winner's car will be sent over a cliff at a special event in April, while the winner will receive $30,000 toward the cost of a car purchase through The contest is being promoted through social media sites including Facebook, Twitter and YouTube, as well as through the print versions of Auto Trader and at car shows in Toronto, Calgary and Edmonton. "By creating this explosive and social promotion, we're giving car fans the opportunity to express their passion as they evaluate their relationship with their car," said Geneviève LeBrun, the company's marketing vice-president. "When the relationship is over, Auto Trader is here to help Canadians find their perfect match." The promotion was developed by John St., PHD, Mosaic Experiential Marketing and National Public Relations.

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