Inside line: Swatch, 'YM,' NBC embrace for Val's Day

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Swatch Watch USA teams with YM and NBC's "Passions" in a Valentine's Day-theme effort promoting the new Swatch Amour Total Watch. Consumers viewing the daytime program Feb. 12-16 who identify characters wearing a Swatch wristwatch can enter by mail, online or at stores. The promotion targets teens with ads appearing in March issues of Gruner & Jahr USA Publishing's YM, at Swatch retail outlets nationwide and online (ym.com and NBCi.com). The grand prize is a trip for two to the Los Angeles set of "Passions" to have lunch with the cast. The partners are handling the effort in-house.

J.C. Penney Co. and Seventeen this month kick off the "Rock Your Prom Sweepstakes." One grand prize winner will receive a prom package including a live performance by J Records' O-Town, a prom dress from J.C. Penney Co., free tuxedo rental, dinner for two plus limousine transportation and the winner's photo appearing in Primedia's Seventeen. Eight runners-up will receive free prom dresses, and all customers who buy a prom dress from J.C. Penney will get a free crystal tattoo. The sweepstakes is promoted at J.C. Penney stores, in Seventeen's February and March issues, and online (seventeen.com). Contest entry deadline is March 1.

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