TELETOON AND HOSTESS FRITO-LAY TEAM UP IN SPRING PROMOTION
By Adnews Staff
Toronto-based Teletoon and Hostess Frito-Lay of Mississauga, ON, have teamed up in a spring promotion running on-air, online and on-pack. "Superhero Mania on Teletoon" will run for four-weeks beginning May 7. Approximately 11 million specially-marked bags of Hostess Frito-Lay's Doritos and Lay's potato chips will be promoting the "Super Mania on Teletoon" trivia contest. The potato chip manufacturer will also distribute 75,000 limited edition, collector's copies of a Marvel Superhero comic book from Hostess Frito-Lay and Marvel Comics. A full-page ad inside the comic book will be promoting Teletoon's Superhero line-up. On-air, eight different trivia challenge spots, created in-house by Teletoon, will run during the station's Superhero programming block, which begins at 9:30 p.m. The spots asks a trivia question and direct viewers to call a 1-800 contest line with the answer. Each day one hundred callers will be entered into a daily draw as well as in the grand prize draw for a trip for four to Universal Studios "Islands of Adventure" in Orlando, Florida. A 30-second awareness spot will also be running each night promoting the contest. In-stores, retail outlets across Canada will be supporting "Superhero Mania on Teletoon" with POS materials. Teletoon will also be launching mini Web sites within its own <http://www.teletoon.com> site focusing on different Superhero series currently running on the network and offering additional information on the trivia contest.