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Old Dutch conducts contest promotion with Sony Music

Winnipeg-based potato chip company Old Dutch has begun a promotion in association with Sony Music Entertainment Canada. During the promotion, developed by LPI Group and managed by Hip Digital Media, approximately eight million identification codes will be distributed through specially-packaged bags of Old Dutch chips. The codes can be redeemed for a free music download. The packages also direct consumers to a website at to enter a draw for one of two concert trips worth $5,000 each. "Hip came back to us with the Sony Music library," stated Erin Gunther, account director at LPI Group. "Since we are primarily targeting males between the ages of thirteen and 25, the opportunity to showcase the Sony Music artists that appeal to this group was a big plus."

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