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MuchMusic breaks Gossip Girl campaign

Toronto-based specialty channel MuchMusic has begun a contest promotion in support of the new season of the program Gossip Girl. The 10-week campaign, co-branded with Pfizer brand Advil, is tied to the channel's MuchCloser social media program. During episodes of the show, viewers will be invited to participate in a poll at Those who do so will be entered into a draw for one of 10 weekly prizes of $500, and for a grand prize trip for two to New York and Los Angeles. Viewers can receive additional entries by performing a series of tasks, such as watching an episode online, viewing an online gallery or reading an episodic recap. The supporting campaign includes social media activities, on-air promotion and online advertising. "Finding new opportunities to deliver the most exciting viewing experience to our audience is what Much thrives on," said Neil Staite, general manager of music and entertainment at Bell Media. "This co-branded campaign with Advil is the first of its kind, and likely the first of many." MuchMusic is a division of Bell Media.

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