• by Tanya Gazdik , July 30, 2010

Tom's of Maine is introducing people to its newest product line via a social media campaign.

The Kennebunk, Maine-based personal care company currently has ads running on Facebook's news feed page directing people to a contest promoting its "Wicked Fresh" toothpaste and mouthwash, which debuted on shelves in late April. The company is also promoting the contest on Twitter. A company spokesperson did not return emails or phone calls seeking more information.

The promotion -- which includes a contest, sweepstakes and instant-win game -- runs through Oct. 8. People can enter the sweepstakes through the "That's Wicked Fresh!" application on Facebook or on the Tom's of Maine Facebook page. Visitors to the pages automatically receive one sweepstakes entry and one instant win game play per day.

To play the instant-win game, people follow the links and instructions and results will be instantly displayed. Contestants can earn one sweepstakes entry by rating a photo submitted into the contest, with up to three additional entries per day.

To enter the contest, people can upload one photo that displays their "Wicked Fresh!" moment and up to 150-word description of the photo. Photo submissions will be accepted through Sept. 24, with judging occurring from Sept. 25 to Oct. 8.

People can visit http://apps.facebook.com/wickedfreshmoment to receive instructions on how to enter the Twitter sweepstakes. They must become a follower of @tomsofmaine and then tweet their wicked fresh moment with #wickedfreshmoment http://bit.ly/9GvtCs included to receive one sweepstakes entry for their first tweet each day. Tom's of Maine will randomly select the potential sweepstakes winners from all eligible entries received during the promotion period.

There will be 10,200 random computer-generated winning times during the promotion period. The first player to play the instant-win game at or after one of the randomly generated times becomes a potential instant winner of the prize indicated. First prizes (200) are two song downloads from the musical "Wicked" and 10,000 second prizes are a toothpaste sample. The grand prize is an eco-friendly trip for two to New York.