20th Century Fox and Hershey's teamed up to promote NIGHT AT THE MUSEUM: BATTLE OF THE SMITHSONIAN with a sweepstakes. Contestant could enter the Unleash the Loot sweepstakes by registering at www.hersheys.com/nightatthemuseum. One Grand Prize winner received $50,000. Ten First Prize winners received $1,000 Visa gift cards. The sweepstakes ran from April 1 through October 31, 2009. There was also an online instant win game that included prizes such as family trips to the Smithsonian. Game pieces could be found on specially marked packages of Hershey's Kisses, Reece's Pieces, Whoppers, Good & Plenty, Milk Duds, Reece's Peanut Butter Cups, Kit Kat, Almond Joy and Hershey's Miniatures. Game pieces could be redeemed at www.hersheys.com/nightatthemuseum. A themed TV ad—complete with an "alive" dinosaur and an Easter Island statue eating a Hershey's Kiss, in theater spots, in-store displays, print and Web microsites also supported the campaign.