Kellogg Co. and Cartoon Network in June will break an estimated $3 million to $4 million back-to-school blitz that puts Cartoon Network characters on and in 100 million packages.
The Kellogg's Toon Tour of Mysteries centers on a national sweepstakes that will award a grand-prize family trip to California and a Mazda MPV van tricked out to resemble the Scooby-Doo Mystery Machine.
Kellogg puts Cartoon
Packages of Kellogg cereals and Keebler snacks carry game codes; players enter codes at Kellogg's www.EETandERN.com site, or enter the sweeps via AT&T Wireless text-messaging. Prizes include Dell computers, Dell DJ digital music players and Xbox game systems and games.
At the same time, Cartoon Network DVD/ROMs ride in boxes of Frosted Flakes, Froot Loops, Apple Jacks and Pop-Tarts. Five versions of exclusive DVDs, created by Atlanta-based Cartoon Network, feature episodes, bloopers, games and music videos from Scooby-Doo, The Powerpuff Girls, Dexter, Johnny Bravo and Codename: Kids Next Door.
Keebler cookies and crackers will run a self-liquidating offer giving all five DVD/ROMs for four proofs of purchase. AT&T Wireless will offer Cartoon Network trivia questions to cell-phone subscribers. Alaska Airlines, which provides airfare to California for the grand prize, puts discount coupons for family travel in-pack with participating brands.
Cartoon Network creates a 30-second spot that will air for two weeks in June. A June FSI, Scooby-Doo Mystery Machine P-O-P displays and account-specific overlays support. Draft, Chicago, handles for Kellogg.