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Nestle Crunch ice cream bars today breaks a print/online Roller Coaster promotion running in teen magazine react and its Web site. The promotion features a minisite for Nestle on that offers seven roller coaster rides in seven days and $5,000 to the sweepstakes winner. Online contestants vote for the scariest roller coaster rides in the U.S. and play Nestle Meltdown, an interactive game in which users have to unscramble words before a virtual Nestle ice cream bar melts. Nestle developed the campaign in-house.
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