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September 5, 2012 – September 11, 2012

NO PURCHASE NECESSARY TO ENTER OR WIN. MAKING A PURCHASE DOES NOT INCREASE YOUR CHANCES OF WINNING. “The New Normal” Challenge (the “Sweepstakes”) is sponsored by Sugar Publishing, Inc. (owner and operator of, having an address of 111 Sutter Street, Suite 850, San Francisco, CA 94104 (“Sponsor”).
Entrant’s registration and participation in Sweepstakes shall be governed by the terms and conditions contained herein (the “Official Rules”) and all entrants agree to abide by these Official Rules. All times in the Sweepstakes refer to Pacific Time (“PT”). Odds of winning depend upon the number of eligible entries received.

ELIGIBILITY: Open to those individuals who are at least eighteen (18) years of age at the time of entry and are permanent, legal residents that reside in one of the forty-nine (49) United States (“U.S.”) or the District of Columbia (excluding Rhode Island, all U.S. territories and possessions, and all overseas military installations). Employees of Sponsor and its respective parents, affiliates, subsidiaries, and advertising and promotion agencies and any other individuals or entities involved in the development or administration of this Sweepstakes, and their immediate family members or household members (defined as spouses, domestic partners, biological, adoptive or step-parents, legal guardians, children, siblings, or grandparents or their respective spouses and any dependent under federal income tax law) are not eligible to participate in or win the Sweepstakes. All prizes won by minors will be awarded to their parents or legal guardians on their behalf. Winners may be required to sign an Affidavit of Eligibility and complete relevant tax forms as a condition to the delivery of the applicable prize. Void where prohibited by law. All applicable federal, state and local laws apply. No purchase is necessary to participate in the Sweepstakes.

To enter, you must complete all of the following steps between 10:00 am PT on Wednesday, September 5, 2012 and 11:59pm PT on Monday, September 11, 2012 (the “Entry Period”). Normal time, toll, connection and usage rates, if any, charged by your Internet service provider will apply. All Entries (defined below) become the property of the Sponsor and will not be acknowledged. You may enter through one (1) of the two (2) following methods:

1. Using your personal Instagram account upload a photo (“Photo”) to Instragram with the hashtag #instanewnormal (“Photo Entry”)

Your Photo must be taken by you, true and verifiable. You must have the permission of any person that you identify or otherwise refer to in your Photo. Professional Photos and Photos with watermarks are not eligible. If any Photo contains material that is violent, pornographic, obscene, illegal, inappropriate, or racially or morally offensive or if any Photo does not comply with these Official Rules or meet Sponsor’s standards for any reason, as determined by Sponsor in its sole discretion, such Photo (and the related Photo Entry) may be rejected as ineligible for consideration. Photo Entries must comply with all applicable laws, rules, and regulations. Sponsor shall have no obligation to copy, publish, display, or otherwise exploit the Photo.

2. Mail-in Entry: You may also enter the Sweepstakes by mail as follows: On a plain 3” x 5” index card, legibly handprint or type your first name, last name, date of birth, complete address, city, state, zip code, home phone number (including area code), and email address (if any) (“Mail-in Entry” and collectively with Photo Entry may be referred to herein as “Entry” or “Entries”) and mail your Mail-in Entry to: “The New Normal” Challenge, Sugar Publishing, Inc., 111 Sutter Street, 15th Floor, San Francisco, CA 94104. To be considered eligible in the Sweepstakes, Mail-in Entries must be received no later than 11:59 p.m. PT on September 11, 2012. One Entry per person, regardless of method.

PRIVACY: Entry constitutes permission (except where prohibited by law) to use entrant’s name, Instagram user name, city, state, likeness, image, and/or voice for purposes of advertising, promotion, and publicity in any and all media now or hereafter known, throughout the world in perpetuity, without additional compensation, notification, permission, or approval. Entry and any other information collected in connection with the Sweepstakes is subject to Sponsor’s privacy policy located at

We expressly reserve the right to disqualify any Entries that we believe in good faith are generated by an automated program or via scripts. By participating, all entrants agree to abide by these Official Rules.

The Sweepstakes will be conducted under the supervision of the Sponsor. The decisions of the Sponsor are final and binding in all matters relating to this Sweepstakes. On or about September 17,2012 two (2) potential winners (each a “Winner”) will be selected in a random drawing by representatives of Sponsor from all eligible Entries received during the Entry Period. Sponsor reserves the right in its sole and absolute discretion to determine the method of notification. Potential Winner must claim Prize (defined below) within seventy-two (72) hours after the date of notification of such Prize. Potential Winner's failure to respond to the Prize notification within the specified seventy-two (72) hours will be considered such Winner's forfeiture of the Prize and an alternate potential Winner may be selected from the pool of eligible Entries. If potential Winner cannot be reached, is found to be ineligible, cannot or does not comply with these Official Rules, or if Prize or Prize notification is returned as undeliverable, such potential Winner will be disqualified and time permitting, at Sponsor’s sole discretion, an alternate potential Winner may be selected from the remaining eligible Entries. Sponsor reserves the right to ship Prize directly to the email and/or mailing address provided by Winner in their Entry to the Sweepstakes. Each Entry submitted in response to the Sweepstakes and in accordance with the Official Rules will constitute an official Entry. Only one (1) Entry per person is permitted. Duplicate Entries will be void. All entrants agree to abide by these Official Rules. All Entries become the property of the Sponsor and will not be acknowledged.

There will be one (1) prize (“Prize”) awarded to each Winner. Each Prize consists of a Visa gift card for one thousand two hundred and fifty dollars ($1,250). Estimated Retail Value (“ERV”) of each Prize is one thousand two hundred and fifty dollars ($1,250). ERV of all Prizes is two thousand five hundred dollars ($2,500). Actual Retail Value (“ARV”) of Prize may vary. Any difference between stated ERV and ARV will not be awarded. Sponsor will furnish an Internal Revenue Service Form 1099 to Winner for the total ARV of Prize for the tax year in which Prize was won. Prize is subject to certain terms and conditions as specified by issuer.

Please allow 6-8 weeks for Prize delivery.

All details of Prize will be determined by Sponsor in its sole discretion. Sponsor reserves the right to substitute a similar Prize (or Prize element) of comparable or greater value. All taxes and other expenses, costs, or fees associated with the acceptance and/or use of Prize are the sole responsibility of Winner. Prize cannot be transferred by Winner or redeemed for cash and is valid only for the items detailed above, with no substitution of Prize by Winner. If Prize is unclaimed within a reasonable time after notification from Sponsor, as determined by Sponsor in its sole discretion, it will be forfeited, and time permitting, an alternate Winner may be selected from the remaining eligible Entries at Sponsor’s sole discretion.

An entrant or Winner may be disqualified from the Sweepstakes if he or she fails to comply with each provision of these Official Rules, as determined in the sole and absolute discretion of the Sponsor. Participation in the Sweepstakes is at entrant’s own risk. By entering the Sweepstakes, each entrant agrees that neither Sponsor, nor NBCUniversal Media, LLC, nor any of their respective subsidiaries, partners, suppliers, employees, directors, officers, agents or representatives (collectively, “Releasees”) shall be liable for: 1) failed, returned or misdirected notifications based on inaccurate information provided by the Winner on the Sweepstakes Entry form, 2) Entries and responses to Winner notifications which are lost, late, incomplete, illegible, unintelligible, postage-due, misdirected, damaged or otherwise not received by the intended recipient in whole or in part or for computer or technical error of any kind, 3) any electronic miscommunications or failures, technical hardware or software failures of any kind, lost or unavailable network connections, or failed incomplete, garbled or delayed computer transmissions which may limit an entrant's ability to participate in the Sweepstakes, 4) any technical malfunctions of the telephone network, computer on-line system, computer equipment, software, program malfunctions or other failures, delayed computer transactions or network connections that are human, mechanical or technical in nature, or any combination thereof, including any injury or damage to entrant's or any other person's computer related to or resulting from downloading any part of this Sweepstakes or 5) any warranty of fitness or merchantability of any Prize or the function or operation thereof, which shall be the sole responsibility of the manufacturer of the Prize. Releasees do not make any, and hereby disclaim any and all, representations or warranties of any kind regarding the Prize, whether express or implied, including any warranties of merchantability, fitness for a particular purpose and noninfringement. Unless prohibited by applicable law, your Entry constitutes your permission to use your name, photograph, likeness, voice, address (city and state) and testimonials for advertising and/or publicity purposes in connection with this Sweepstakes only, worldwide and in all forms of media now known or hereafter developed, in perpetuity, without further compensation. By entering or accepting a Prize in the Sweepstakes, Winner agrees to be bound by these Official Rules and to conform to all federal, state and local laws and regulations. When applicable, the Winner (or, if Winner is a minor, the Winner's parent or legal guardian) may be required to execute and return to Sponsor within five (5) business days of notification of winning the Prize an Affidavit of Eligibility and a Release of Liability form and any additional documents required by Sponsor in connection with the possibility of receiving the Prize. Winner may be required to furnish proof of identity, address and birth date in order to receive a Prize.
By entering, an entrant agrees to release and hold harmless Releasees from any damage, injury, death, loss, claim, action, demand, or other liability (collectively, “Claims”) that may arise from their acceptance, possession and/or use of any Prize or their participation in the Sweepstakes, or from any misuse or malfunction of any Prize awarded, regardless of whether such Claims, or knowledge of the facts constituting such Claims, exist at the time of Entry or arise at any time thereafter. Releasees are not responsible or liable to any entrant or to the Winner or any person claiming through such Winner for failure to supply the Prize or any part thereof, by reason of any acts of God, any action, regulation, order or request by any governmental or quasi-governmental entity (whether or not the action, regulations, order or request proves to be invalid), equipment failure, threatened terrorist acts, terrorist acts, air raid, blackout, act of public enemy, earthquake, war (declared or undeclared), fire, flood, epidemic, explosion, unusually severe weather, hurricane, embargo, labor dispute or strike (whether legal or illegal) labor or material shortage, transportation interruption of any kind, work slow-down, civil disturbance, insurrection, riot, or any other cause beyond the Releasees’ sole control. The Releasees are not responsible for: (1) any incorrect or inaccurate information, whether caused by entrants, printing, electronic or human errors or by any of the equipment or programming associated with or utilized in the Sweepstakes; (2) viruses or technical failures of any kind, including, but not limited to malfunctions, interruptions, or disconnections in phone lines or network hardware or software; failed, incorrect, incomplete, inaccurate, garbled or delayed electronic communications or Entry information, any error, omission, interruption, deletion, defect, delay in operation or transmission, failures or technical malfunction of any computer online systems, servers, providers, computer equipment, software, email, players or browsers, whether on account of technical problems, traffic congestion on the Internet or at any website, or on account of any combination of the foregoing; (3) the unavailability or inaccessibility of any transmissions or telephone or Internet service; (4) unauthorized human intervention in any part of the Entry process or the Sweepstakes; (5) technical or human error which may occur in the administration of the Sweepstakes or the processing of Entries; ( 6 ) late, lost, undeliverable, damaged or stolen mail or other methods of delivery; or (7) any injury or damage to persons or property which may be caused, directly or indirectly, in whole or in part, from entrant’s participation in the Sweepstakes or receipt or use or misuse of any Prize; or ( 8 ) late, lost, misdirected, illegible, incomplete or mutilated Entries or for theft, destruction or unauthorized access to, or alteration of Entries.

MISCELLANEOUS: Any person attempting to defraud or in any way tamper with this Sweepstakes will be ineligible for Prizes and may be prosecuted to the full extent of the law. Sponsor reserves the right to modify these Official Rules in any way or at any time. Sponsor reserves the right, in its sole and absolute discretion, to cancel or suspend this Sweepstakes should viruses, bugs or other causes beyond their control corrupt the administration, security or proper play of the Sweepstakes. In the event of cancellation or suspension, Sponsor shall promptly post a notice on the Sweepstakes Entry page located at This Sweepstakes shall be governed by California law without regard to its conflict of laws provisions. By participating in this Sweepstakes, the parties hereby irrevocably consent to exclusive jurisdiction and venue in the state and federal courts of San Francisco, California for any dispute or litigation arising from or relating to this Sweepstakes.
The invalidity or unenforceability of any provision of these Official Rules will not affect the validity or enforceability of any other provision. In the event that any provision of the Official Rules is determined to be invalid or otherwise unenforceable or illegal, the other provisions will remain in effect and will be construed in accordance with their terms as if the invalid or illegal provision were not contained herein. Sponsor’s failure to enforce any term of these Official Rules will not constitute a waiver of that provision. When terms such as “may” are used in these Official Rules, Sponsor has sole and absolute discretion. Entrants agree to waive any rights to claim ambiguity of these Official Rules. Headings are solely for convenience of reference and will not be deemed to affect in any manner the meaning or intent of the documents or any provision hereof. In the event there is a discrepancy or inconsistency between disclosures or other statements contained in any Sweepstakes related materials, privacy policy or terms of use on Sponsor’s website located at, and/or the terms and conditions of the Official Rules, the Official Rules shall prevail, govern and control and the discrepancy will be resolved in Sponsor’s sole and absolute discretion.

WINNER ANNOUNCEMENT: To receive a complete list of Winners or a copy of the Official Rules, available after October 1, 2012 send a self-addressed stamped envelope to be received by December 1, 2012 to: Prize Fulfillment, Sugar Publishing, Inc., 111 Sutter Street, Suite 850, San Francisco, CA 94104. Please specify Winner's list or rules on your request.

This promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.

This promotion is in no way sponsored, endorsed or administered by, or associated with, Instagram.