KELLOGG AND DISNEY DIVE INTO ATLANTIS PROMOTION
By Adnews Staff
Kellogg Canada and Disney Interactive are undertaking a promotion called "Unlock the Secret Treasure of Atlantis" in support of Disney's upcoming movie Atlantis: The Lost Empire. Specially-marked boxes of Kellogg's Frosted Flakes, Corn Pops and Pop-Tarts will include a CD-ROM game called "Search for the Journal" inside. The game can by played individually or as a multi-player game over the Internet. Also, customers who send in two UPC codes from any box of Kellogg's Rice Krispies, Froot Loops, Marshmallow Blasted Froot Loops or Apple Jack cereal will receive three Atlantis-themed water toys. The promotion also includes on-pack decoders which allow customers to decode a secret message for a chance to win one of four $25,000 prizes. The message is written in the "Atlantean" language on the inside of Kellogg's Frosted Flakes, Corn Pops, Rice Krispies, Froot Loops and Pop-Tarts boxes. Marketing support for the promotion will include animated spots on YTV and a one-page ad in Kids Tribute, both created in-house. In-store materials created by Onyx Marketing Group and media relations from Media Profile are also being used. Atlantis: The Lost Empire opens in theatres on June 15.