Rogers is getting some back-to-school integration with MusiquePlus in Quebec for its MY5 Long Distance campaign. Targeting 18-24-year-olds, the campaign has Chéli Sauvé-Castonguay, host of Presque Top 5, inviting viewers to send SMS messages for a chance to become part her MY5 Long Distance group and urging them to take a Rogers Quiz every Monday.

The five-week campaign includes 60-second weekly capsules recorded on a set decorated in Rogers’ colours and broadcast to announce the contest winners live. Of course, Rogers will use the media integration to drive TV viewers to Rogers points of sale, where they can pick up a free CD, ‘La musique d’ici sur ton sans-fil,’ and enter the contest.

Arranged for Rogers by Montreal-based P2P Proximité Marketing, the Rogers contest offers up prizes such as the Nokia 5300 XpressMusic phone and one year of Rogers airtime, plus an evening out with the MusiquePlus host.