CBS and Procter and Gamble partnered to promote the television show, AS THE WORLD TURNS. Visitors to www.clairol.com/atwt had an opportunity to win 1 of 100 instant win prizes. Viewers who watched AS THE WORLD TURNS on specified dates and correctly answered questions about the show was entered in a random drawing. Each question answered correctly received 100 entries. In addition, viewers had a chance to win a trip to the Big Apple. To enter, consumers filled out a quick survey. One grand prize winner was picked randomly to win a trip to New York City. The instant win sweepstakes ran from April 15, 2005 to May 31, 2005.