YTV, KELLOGG AND BUENA VISTA DIG UP DINO PROMOTION
By Adnews Staff
YTV Canada, Kellogg Canada and Buena Vista Home Entertainment Canada go digging for dinosaurs on January 22 in a co-promotion called "Can You Dig It". The promotion, which is for the release of Disney's Dinosaur movie on video and DVD on January 30, will run during YTV's after school programming block The Zone. Host Pat Kelly will "dig up" the dirt on dinosaurs. During the 45-second promotional spot Kelly will also reveal a dinosaur prize pack. A toll-free number on-screen will direct viewers to call in to instantly win the daily prize. Online viewers can enter to win the grand prize, a collection of all 15 daily prize packs, in a random draw on February 13. A 30-second tune-in spot will support the 15 different versions of the 45-second promotional spot. Web site elements include contest details, the movie trailer for Dinosaur and an interactive game. The on-air spots and Web site elements were created in-house by YTV. The "Can You Dig It" promotion runs from January 22 to February 11. Beginning in mid-January, Dinosaur will receive additional support from Kellogg Canada and Buena Vista Home Entertainment. Over 10 million boxes of Kellogg's cereal and convenience foods in Canadian grocery stores will include information about the prehistoric era and offer prizes including excavation kits and DVD players.