This modern approach to an interactive contest involves sponsored, themed rounds that connect users to a uniquely branded experience. Confirmed international sponsors include Roots Canada, Sunbeam's Crock-Pot and McCain Foods; with several more to be announced in the coming week.

Ehm is confident that the contest will be groundbreaking and easy to use. 'Moms will create and upload videos in hopes of winning prizes provided by corporate sponsors. On the website, people can register to vote and choose the contestant video that they think is the yummiest! The three finalists for the grand prize will also be considered by our judging panel, dubbed The Mummy Mafia (WeeWelcome.ca, UrbanMoms.ca, MommyClub.ca, SavvyMom.ca, ConnectMoms.com, FunnyMummy.ca).'

The contest has already received thousands of pre-registrations resulting from marketing initiatives developed by Hooplah (www.hooplah.ca), a newly-formed interactive consultancy. In the integrated plan, Hooplah designed and powered the contest site (yummiestmummy.com) with a custom management suite that enables Erica and her team to edit messaging, serve and track sponsor's rich media ads and moderate usership.

Multimedia Producer Andrew Nisker conceptualized the contest -- and brought together a Toronto-based team to successfully blend web and video with The Mummy Mafia's 50k+ user reach. 'The viral element of the contest is one that encourages users to be creative with their entries, and share something meaningful; beyond what we usually find on sites like YouTube.'

Sponsorship slots are still available to Canadian companies targeting new moms, expectant moms with growing families and even the Yummy Mummies who have kids in their twenties.

For More Information
Contact Alison Bittle-Fair, Sales Manager
416-414-8886