The promotion asks its 5.1 million fans to blow out virtual candles for 85 days.
Early childhood nutrition brand Gerber is celebrating its 85th birthday this year with a virtual cake on its Facebook page for its 5.1 million fans.
Gerber is also giving away a daily cash prize for 85 days for those who "join the party," but eligible recipients must like the brand first.
On the 85th Birthday Party tab on Gerber's Facebook page, fans are prompted to blow out a virtual candle for a chance to win the daily $585 prize. Each entry also gives participants a chance to win the grand prize of $20,085.
Once they enter, fans receive the message, "You blew out candle X of 85," depending what day it is. Fans are encouraged to return each day through June 30 to increase their chances of winning.
Fans are also given multiple options to share the promotion.
According to Gerber, fans may receive up to five additional grand prize entries when they share the giveaway with friends who then enter.
The grand prize winner will be revealed after July 15.
Gerber is promoting the campaign with a Facebook feature called "Throwback Thursdays" in which it says it will post "timeless facts and photos from Gerber's history" on select Thursdays through June 30.
On April 11, it posted a photo from 1927 of Gerber founders Dorothy and Dan Gerber. It explains how the Gerber Products Company was founded.
Gerber became a Nestle brand in 2007.
A Gerber rep was not available for comment.
Gerber also has a YouTube channel with videos about infant and toddler nutrition and the brand's NatureSelect line, but it is not being used to push the 85th birthday promotion.
In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
October 13, 2015
1pm ET/ 10am PT
November 12, 2015