VitaminDaily bows contest to woo new online eyeballs uses humour to gain new subscribers - and if that's not enough, how about an H&M gift card?, the Canadian publisher of online lifestyle magazines geared to women aged 18-35, has launched a new online marketing campaign entitled ‘Don’t be a Don’t.’ The vidcast uses quirky humour and fashion faux pas in hopes of gaining new subscribers. Vancouver’s Rethink Communications helped create the video, which will run on social networking sites such as YouTube, Flickr and Facebook. San Fran-based online ad firm VideoEgg helmed the ad buys for the campaign.

As a payoff, new subscribers will have the chance to win gift cards from the Swedish fashion retailer H&M. Tara Parker Tait, co-founder and publisher, believes the gift cards will generate interest in the campaign and help attract subscribers in a cluttered market. publishes five city-based versions of the lifestyle magazine. The site currently generates approximately 60,000 page views per month and has accumulated over 17,000 subscribers since it launched last month.

Current advertisers on board include Holt Renfrew, Kraft and GM.