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Hershey Runs Sweeps Tied to Batman Movie

By Jun 11, 2008

The Hershey Co. is offering a Batman-themed motorcycle as the grand prize in a sweepstakes aimed at hyping the imminent return of the masked crusader to the big screen.

For Hershey’s “Find the Bat-Signal and Win” contest specially marked Reese’s and Kit Kat wrappers contain instant-win game pieces. The grand prize is a hand-built MV Agusta F4, valued at $35,000, painted black and sporting a Batman silhouette. Ten Joker Henchman masks and five home theater systems are also among the contest prizes.

Hershey is recasting its Reese’s cups in a bat shape, dyeing its Reese’s pieces black and blue and transforming its Kit Kats as Dark Knight bars with a Bat signal imprinted on them. The special edition products will be available this month in the run-up to the Warner Bros. theatrical release of “The Dark Knight” on July 18.

The special edition candy will be in retail outlets through December. Sweepstakes winners must mail the game pieces to Hershey to claim their prizes.

“Hershey is delivering the excitement of a big-screen event movie through our iconic brands,” said Michele Buck, Hershey senior vice president and global chief marketing officer, in a statement.

Rules and details about the contest, and movie trailers, are available at www.reeses.com/darkknight.

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