Cabot Creamery develops online fitness challenge for consumers

CABOT, Vt. Cabot Creamery is looking to get consumers to take a virtual journey of health and fitness.

Cabot's "Vermont To Fabulous Las Vegas Virtual Challenge" (www.cabotcheese.com/virtualchallenge) has participants ages 50 and older to compete online to log their exercise routines each day. As a player's exercise time accumulates, they move along a map towards their final destination, Las Vegas. Players earn poker chips each step of the way, which increases their chances of winning prizes via random drawings throughout the duration of the game that begins May 18 and ends Sept. 1, 2009.

The "Vermont To Fabulous Las Vegas Virtual Challenge" Web site provides the positive health benefits one can gain by logging on every day, the company said.

"We designed this online experience because Vermont is all about healthy lifestyles and the pursuit of good eating and exercise," said Roberta MacDonald, SVP marketing for Cabot. "We thought it would be fun and beneficial to develop an online challenge and make the destination Las Vegas - just in time for our appearance at the AARP Vegas@50+ Expo. The challenge is 'virtual' in that players participate online. Participants actually exercise around their homes or gyms and log how long they walk, run, row or bike. Our Web site calculates the distance covered."