Designs that Pop
In advance of the 40th anniversary of Pop-Tarts in 2004, Battle Creek, MI-based Kellogg Co. is kicking off a year-long promotion that lets kids create their own version of the pastry.
Through Feb. 21, packages of seven Pop-Tart flavors (Strawberry, Frosted Strawberry, Frosted Blueberry, Frosted Brown Sugar Cinnamon, Frosted Chocolate Fudge, Frosted Cherry and S’Mores) will contain codes that consumers plug in at poptartsmachine.com to enter the contest. At the site, they can use various types of dough, filling, frosting and sprinkles to create their own Pop-Tart. Three winners will score $10,000 for their concoctions, and five runners-up will get a case of their favorite Pop-Tart flavor.
Then, from March 10 to Dec. 31, a card containing a rendition of the three winning designs will be packed in Pop-Tart packages and the person who finds the card wins $25,000.
“We’re focusing on interaction and engaging the consumer; the promotion really captures the fun spirit of Pop-Tarts,” says Jenny Enochson, director of marketing communications for Kellogg.
More promotions for next year are planned. Kid-targeted spots via Leo Burnett USA, Chicago, across Cartoon Network, Nickelodeon and NBC support.
Amazing Kids!, a L.A.-based educational non-profit, broke its first annual Amazing Kids! Plush Toy Design Contest. Through March 31, participants ages 5-17 can submit drawings of the toy, a written description and a product name. Ty Inc., designer of the Beanie Babies, has donated more than 180 Beanies as prizes. One grand-prize winner will receive a $1,000 scholarship and the chance to work with a professional toy designer. Winning designs will be featured on amazing-kids.org through April.
Toyota Motor Sales USA, Los Angeles, has an innovative marketing plan for Scion, a subcompact for younger drivers that launches in California in June and nationally in 2004. Toyota won’t run TV advertising, opting instead for a grassroots campaign that targets diverse audiences online, at music clubs and other popular venues. Buyers can customize their own car extensively, via kiosks in dealerships. Showrooms will have large plasma screens showcasing features and sales reps who won’t speak until spoken to. ATTIK, San Francisco, handles advertising; Oasis, New York City, handles Scion’s Web site.
Dunkin’ Donuts, Randolph, MA, has revived its Sports Dreams effort, teaming with six New England professional sport franchises to let a handful of fans live out their fantasies. The peel-and-win promotion will be featured on more than 31 million hot-beverage cups at nearly 1,500 Dunkin’ Donuts locations in the Northeast through Feb. 14. Prizes valued at nearly $30 million include throwing out the first pitch at Fenway Park and riding the Zamboni at a Boston Bruins game. Cohen-Friedberg Associates, Framingham, MA, handles.
Domino’s gets dotty
DOMINO’S PIZZA, Ann Arbor, MI, is supporting the launch of its new product Dots (named after the dots in the company’s logo) with an instant-win online game that dangles a big-screen TV, a Microsoft Xbox console and Domino’s gift certificates. Domino’s Dots are pieces of cinnamon- and sugar-covered dough topped with vanilla icing. Consumers receive a free order when they buy any large one-topping pizza for $9.99. Consumers can play the game through Feb. 23 at dominos.com. TV and radio ads via J. Walter Thompson, New York City, support. Eprize, Farmington Hills, MI, handles the contest.
