Promotion's website

The CW network is teaming with one advertiser, the Sunkist line of sodas sold by Cadbury Schweppes, to ask viewers of the show One Tree Hill to create video entries in a contest with an unusual grand prize: a role in an episode for the creator of the winning spot, filmed on location in the winner’s hometown, reports the New York Times.

The entrants are being asked to upload their video clips to a website (cwtv.com/sunkist), where 370 entries have already been registered since the campaign was first advertised during the show's TV break on Nov. 29. Typical of promotions involving user-generated content, consumers, whether or not they enter the contest, will be able to vote online for their favorite submissions.

"This is 360-degree marketing," said Bill Morningstar, EVP for national sales at CW, owned by CBS and Time Warner. "It starts on air, extends online and has the ultimate grass-roots layer - the show coming to the hometown."

This is the second season that Sunkist is using One Tree Hill to reach younger consumers. In addition to the contest, the brand supplies signs, vending machines and products to dress the sets in various episodes. And Sunkist sponsored a six-city mall tour of musical acts associated with the series, including Tyler Hilton, a former cast member.