This is an intriguing marketing campaign - the hunt for the next Milky Bar Kid.

For those that are not from these parts, the milky Bar kid was a true kiwi legend growing up in the 70's and early 80's in New Zealand. Click on the Read More down below to see some of the legendary commercials from these times.

Now it seems they are reviving the brand and setting in motion the power of electronic marketing to get the campaign rolling.

The search is open to any New Zealand resident child, provided they are aged between 7 and 10 years.

If chosen, your child will star in our new 2011 MILKYBAR television commercial, potentially appear on in-store point of sale advertising and make various scheduled publicity appearances. No doubt he or she will become one of New Zealand's cutest celebrities!

I must have signed up to Nestle for a competition at some point in order to be receiving their e-newsletters (they got me...)and the other day I received an email asking for auditions. What a great way to start a campaign, straight away they are there at the forefront of interactivity. Once I start thinking about it, I am hooked. If I have children of that age bracket then I am more easily hooked. Very clever.

Here is the personalised email, complete with hotlinks straight to the competition pages etc.