How do you make the already uber popular Countdown to Christmas event even merrier? Launch a contest with daily prizes to encourage repeat viewing over 60 days. The Crown Media team stayed on brand, often pairing the prize with the movie premiering that night, such as doling out a night at The Plaza Hotel the day “Christmas at the Plaza” premiered. Not only did Countdown to Christmas once again unwrap record ratings, but the Very Merry Giveaway logged more than 15.5 million entries.