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Quote:The Hershey Co. is giving its new buyer loyalty program a high-tech hook with an online auction powered by eBay. Consumers who collect WrapperCash points -- codes being printed on 1 billion single-serve products -- can bank those points at the Hershey's Web site and, starting May 15, use them to try to outbid other players for big-ticket merchandise in the auction. For the conservative maker of such top-selling candies as Mounds, Reese's Peanut Butter Cups and Hershey's, it's a big move into the digital age with one of the biggest online brands...

"It's an interesting way for our brand to be out there," says Sravanthi Agrawal, eBay spokesperson. "There are a lot of eBay users out there, but this is a great way to promote the eBay marketplace."...