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Cold Turkey proved to be a hot online property for The Partnership for a Healthy Mississippi.
The weeklong anti-smoking Webcast, which followed four Gen X tobacco users 24/7 as they tried to kick the habit while living in an apartment [Adweek, July 31], drew a record number of visits to the partnership’s site.
Conceived by Maris, West & Baker of Jackson, Miss., the venue (www.questionit.com/coldturkey) registered nearly 4 million hits from July 31 to Aug. 6.
All four of the participants (one girl withdrew beforehand) stayed smoke-free throughout the week, thus splitting the $2,500 prize money four ways.
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