KELLOGG CANADA AND YTV HAVE GIGABYTES FOR BREAKFAST
By Adnews Staff
Kellogg Canada and YTV, both of Toronto, are eating gigabytes for breakfast. The two have teamed up for a promotion offering kids a new cereal called Gigabytes, available for a limited time only. The cereal consists of orange, yellow and purple balls along with green "Y", "T" and "V" shaped marshmallows. It began appearing in grocery and club stores in Canada on December 15. There is a passcode on each box that gives consumers access to a Web site at <http://www.ytvgigabytes.com>, where they can join one of three "virus-hunting missions" and enter to win one of two IBM Netvista laptops or one of 18 $500 shopping sprees in an IBM retail or online store. According to Kellogg, the promotion evolved out of research from the YTV Kid & Tween Report that showed two thirds of tweens with computers at home have access to the Internet and 9 out of 10 tweens have access to the Internet from somewhere. Promotional support includes two 30-second spots created by and running on YTV. YTV's Web site will also feature a link to the Ytvgigabytes.com Web site. Box design for Kellogg's YTV Gigabytes cereal was done by theadlibgroup of Toronto and YTV.