The Hershey Company and eBay have joined forces to launch the Get It with WrapperCash reward-points promotion. Consumers will collect reward tokens from Hershey confectionary products and these will allow them to bid on items in Hershey's online auction format, powered by eBay.

"By leveraging the power and excitement of eBay, Hershey is taking consumer loyalty programs to a whole new level," said Gary Briggs, chief marketing officer of eBay North America. "With eBay, Hershey's WrapperCash makes it easy for consumers to bid on a whole range of exciting items."

WrapperCash codes will be featured on the packaging of Hershey's most popular single serve chocolate bars, cookies and snack bars. Consumers will be able to turn the code into online currency, which can then be used to bid for items on Hershey's website, ranging from t-shirts to cars. The bid backed by the most WrapperCash wins the item.
 
Hershey has also attempted to make participation more convenient by offering a text message option.

"We are thrilled to partner with eBay for a promotion that puts our consumers in charge," said Ernie Savo, director consumer promotions & licensing at Hershey. "This WrapperCash promotion taps into one of the top online activities today - online auctions. Hershey's consumers can have fun bidding for items every day or redeeming points for prizes via a medium they love to use."