±±¾©Èü³µpk10

In a five-figure deal that kicks off this week, M&Ms will sponsor the fun channel on the site. Mykindaplace.com will distribute an email to its database of 250,000 registered users, prompting them to choose between purple, pink or aqua as the new M&Ms colour.

Consumers can vote online at mms.com, by post or through SMS by texting their name, gender, postcode, age and colour choice. Voters can enter a competition to win a trip to New York to see the unveiling of the winning colour.

Banners and pop-ups will run across mykindaplace.com, and competitions including the New York trip prize draw will feature in the site's Win Bin.

The three-month deal will include pre- and post-campaign market research, and M&Ms digital agency, Grey Interactive, is also creating a dhtml campaign.

M&M's media agency, PHD, is handling planning and buying. Activity will also run on National Magazine Company's Cosmogirl! site.

"To work with such a major brand as Mars, which has real relevance to our audience lets us create effective and fun advertising,

said Charlie Redmayne, marketing director at mykindaplace.com.