YTV AND GENERAL MILLS TALK WITH SUPERHEROES, SUPERSTARS
By Adnews Staff
Toronto-based YTV Canada and General Mills of Mississauga, Ontario are launching a promotion on February 28th for a new feature called "Superheroes & Superstars". Three night a week, during YTV's afterschool programming block, three superheroes called Patman, The Coif and CyborXan will interview superstars such as Christina Aguilera, Five, LFO, The Moffatts and Aqua. Promotion for the interview series will include on-air spots, on-line activities at the YTV website and live-mentions and special segments on The Zone. General Mills will take part with an on-pack instant win contest for one of three trips to meet Christina Aguilera, Five or LFO. YTV viewers will also have a chance to win these trips. During the last week of the promotion, March 13-17, viewers can call in to win other prizes such as an autographed serviette from Christina Aguilera. A 30-second tune-in spot and a 45-second contest spot, created in-house by YTV, will be supporting the promotion. General Mills products featuring the on-pack contest hit stores the beginning of this month. General Mills brands include Fruit Roll Ups, Dunkaroos, Honey Nut Cheerios, Cinnamon Toast Crunch and Fruit by the Foot. Packaging design was created by Grahame Designs of Mississauga, Ontario.