Digital communications agency InboxDMG has worked with Billington Cartmell to create a promotional marketing drive for McVitie’s Jaffa Cakes, which offers a top prize of a family holiday in Orlando, Florida.

In addition, every day from 16 March to 17 June, Jaffa Cakes will be giving away £500 worth of Virgin Experience Days vouchers – offering families plenty of choice to have a Jaffatastic day out doing activities such as indoor skydiving, hot air ballooning, ice climbing and karting.

The text-to-win promotion runs across 18 million packs in major multiples. It will be supported with in-store point of sale and through the Virgin Experience Days website (). Consumers will also have the opportunity to win additional prizes by visiting the specially-created microsite, www.ilovejaffacakes.com, developed by digital communications agency InboxDMG.

The microsite features competition entry mechanic, plus a fun little game where you've got to stock the roaming hands from grabbing your Jaffa Cakes.

The winners of the big prize will stay at the exclusive 5V Renaissance resort at the world famous Seaworld®.  As well as visiting the tropical oasis of Discovery Cove®, the unequalled fun of Aquatica™ and the wild lands of Busch Gardens®, they will also experience up-close animal encounters and breathtaking rides that will create memories to last a lifetime.

Oli Christie, creative director of InboxDMG says, "This is a fun little microsite which nicely reflects the brand character of Jaffa Cakes. The game is simple, yet addictive and we believe the site will help drive more and more people to enter the competition."