Scholastic’s Bus Gains Passengers
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by Chief Marketer Staff
Microsoft and Kraft are teaming with Scholastic’s The Magic School Bus to give away free tie-in CD-ROMs.
The promotion started last year, but will continue until the end of March. Consumers who redeem any eight proofs-of-purchase from Kraft’s Handi-Snacks will get an Inside the Earth CD-ROM based on the show. Respondents will also be entered in a sweepstakes to win an Explore the Rainforest CD-ROM also taken from the show.
The bus has been making the rounds to mark its first season on the Fox Kids Network. (The show had been on PBS.) It also had a traveling live theater show and a mall show. Howard Johnson ran its second promo with the property, and Colgate-Palmolive allowed consumers to save money when they bought Bus apparel.
