The campaign, called "Destination AltaVista", begins this month and involves people using clues to search for pre-determined "winning" destinations in the search box. If they hit on the correct daily destination, a special message appears and they are automatically entered into a prize draw.
Karl Gregory, AltaVista's international marketing director, said: "'Destination AltaVista' will highlight the excellent functionality of the site and add value for consumers prepared to give it a try."
The jackpot prize is a choice of either a 拢10,000 education grant or a round-the-world luxury holiday for non-students. There are also weekly prizes of VIP trips to the British Grand Prix, iPod MP3 players, broadband internet access and a white-water rafting holiday, underlining AltaVista's core brand values of power and precision.
Swordfish director Mark Whitmore add: "The strength of this campaign revolves around three elements. The mechanic uses the AltaVista search box; consumers can choose which top prize they would prefer; the weekly prize will drive repeat interaction."
Based in Knightsbridge, Swordfish specialises in creating effective multi-media marketing campaigns. The agency's clients include the BBC, Carlton Visual Entertainment, Volvic, Reebok, Business Link, First Direct and Centrum.
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