United Biscuits is launching a £1.2m integrated campaign for its Hula Hoops brand spanning TV, on-pack, online, PR and in-store.

The promotional campaign launches and runs across 50m packs in the UK and the Republic of Ireland, leverages the creative idea from Hula Hoops new "Finger Puppets" TV campaign.

Targeting families, the push will drive consumers through to an interactive website created by United Biscuits’ digital agency InboxDMG - www.hulahoops.com - where they are encouraged to get involved by making their own "Finger Puppet" films for the chance to win one of 5 holidays to Hollywood.

The user can choose the theme of the film using whatever props they fancy, but must use their fingers and their Hula Hoops. They then upload their completed film on to the website where they will appear in a gallery of all uploaded films and members of the public will be asked to vote for their favourite films. On the website users will be also able to see a list of all the latest nominations and the highest rated films, find tips for film-making success and information on the Hula Hoops range.

InboxDMG will seed the website through Viralnet (www.viralnet.com ), the viral seeding division of Digital Marketing Group.

The 100 highest rated films will be put forward to a judging panel that will select the top 12 films and categorise them in to four film categories - "Best Film", "Best Costume Design", "Best Performance" and "Best Use of Sound". A fifth category, "The People’s Award" will recognise the highest rated/viewed film.

Up for grabs are five "Golden Hoop Film Awards" and holidays to Hollywood consisting of five nights accommodation at the Hollywood Roosevelt hotel on a room only basis and based on two people sharing a double / twin room, car hire for the duration of the trip, £250 spending money and a tour of the Sony Pictures Studio. In addition, the promotion will give users the opportunity to win a ‘Flip’ camcorder every day of the promotional period by voting for their favourite film at www.hulahoops.com.

An online advertising push will launch in August including MPU’s and leaderboards across MSN, AOL, Tiscali, Yahoo and Virgin, with creative by InboxDMG and media planning and buying through Media Edge.

Nicki Allen, Group Brand Manager on Hula Hoops, comments: "This fun campaign highlights the uniqueness of the Hula Hoops shape and proves that you simply can’t resist playing with them."

Matt Ramsay, Managing Director, InboxDMG said, "We’ve harnessed the online channel to create a fun Hula Hoops experience that engages the consumer with the brand by encouraging them to get creative through generating their own Hula Hoops content."