YTV AND KRAFT KEY INTO BACK-TO-SCHOOL PROMOTION
By Adnews Staff
YTV Canada, Inc. and Kraft Canada, both of Toronto, are looking to "Unlock The Loot." The two have teamed up in launching the back-to-school sales promotion being supported on-air, online and in-stores. To "Unlock The Loot," which is a locker full of prizes, viewers collect three-digit combination numbers from participating Kraft products available in-stores now. A winning combination will be revealed daily during selected shows between 3:30 p.m. and 9:00 p.m. beginning September 11. Viewers call a toll-free number that appears on the screen and the 10th caller with the matching combination number wins that day's prize. A 30-second theatre teaser spot supporting the promotion will be running August 11 through September 8 at Famous Players and Cineplex Odeon theatres across Canada. The spot will lead up to the launch of the contest September 11 and will be followed by an on-air 30-second tune-in spot and a 45-second contest spot. Contest information will also be available on-line at <http://www.ytv.com> for the duration of the promotion. Promotional spots will also be running on other networks supporting the contest. On-pack promotion and in-store displays, created by Mosaic Group of Toronto, are also being used. Following the conclusion of the on-air promotion September 24, viewers can submit all their combination numbers to the YTV Web site for entry into a draw for the grand prize of a trip to Hollywood to visit the Klasky Csupo Animation Studio, home of Rugrats. The theatre and on-air spots as well as the Web site promotion were created in-house by YTV.