• by Joe Mandese  @mp_joemandese, November 17, 2011

Holiday shopping season campaigns are typically intended to drive consumers into retail outlets or ecommerce sites, but in a twist, NBCUniversal’s iVillage unit is launching one simply to get people to drive, well, cars. The women’s oriented site is teaming with Toyota, which will be the exclusive sponsor of "Holidaily,” a sweepstakes promotion that will give daily prizes based on the social media input of iVillage users’ most desired holiday season gifts.

The effort will also feature a variety of content to help users navigate holiday shopping, including shopping tips, “can-do” advice, a personal holiday shopping and gift-giving reminiscences from celebrities ranging from Salma Hayek to Justin Timberlake.

Prizes in the sweepstakes were culled from users who used a special #yourwishisourcommand hashtag.

For Toyota, which is using the promotion as an opportunity to promote the family-friendly aspects of its Prius v line, the holiday stunt is an opportunity to tap into the millions of women and moms in the iVillage community.

“iVillage’s ‘Holidaily’ provides women with advice, support, inspiration and humor during this often hectic time of year,” explains Dionne Colvin, national manager-media, Toyota. “Together, we’ve developed a fun shopping tool, showcasing the cargo space of the Prius v while giving users a chance to win great holiday gifts.”