This document discusses the integrated marketing communications (IMC) strategies used by KRAFT HOCKEYVILLE (KHV) to promote their annual competition and communicate with the public. It explores the various communication tools and channels utilized by KHV, such as advertising, direct and online marketing, social media, and more. The document also highlights the communication objectives of KHV and the role of online and digital platforms in their media plan. Additionally, it discusses how KHV measures the results of their digital and online marketing efforts.