GE is targeting kitchen-appliance mavens with a new contest, offering $20,000 in appliances and kitchen design services. In addition to the kitchen makeover, additional prizes include groceries, cookware, French door fridges and dishwashers. To play, consumers find a refrigerator-unlocking code hidden in the company’s TV ad, viewable online. In addition to prizes, the appliance maker is also offering rebates of up to $750. GE says the contest is intended to drive viewership of its ads, which preview new appliances debuting next month.