General Mills of Minneapolis and Sony Computer Entertainment of Foster City, CA, joined on a three-month promotion offering $5 coupons good for PlayStation video games on 20 million boxes of six General Mills brands including Cocoa Puffs, Frosted Cheerios, and Trix.
The promo runs through May 31, with FSI, online, and TV support – the latter a 10-second tag on Lucky Charms and Cookie Crisp spots. This is the Sony division’s first joint promotion with a cereal brand; The Mills is an old hand at on-pack discount deals, with partners including Hasbro, Inc. and Domino’s Pizza.
Sony is eager to use the cereal aisle to reach kids under 17, its core consumer for PlayStation video games. Saatchi & Saatchi, New York, handles the promotion for General Mills.