YTV AND KELLOGG BEGIN URBAN ADVENTURE PROMOTION
By Adnews Staff
YTV and Kellogg Canada's Froot Loops cereal have begun a co-marketing venture called Operation 5: The Urban Adventure. The initiative will run from March 11 to 15. It consists of a promotional ad, programming and online support. During the promotion YTV will extend its after-school programming block to include a daily movie. The promotion also presents two secret agent characters called Dee and Lish who work with Kellogg's Toucan Sam spokescharacter to carry out a mission each day. A 30-second ad is promoting Operation 5: The Urban Adventure. It directs viewers to look for five daily clues as part of a contest component. The spot also directs viewers to the <http://www.ytv.com> Web site to answer the questions. Each question a viewer answers correctly counts as an entry for the grand prize of a trip for four to a Canadian city of the winner's choice for two nights, plus a rental car and $1,000. Secondary prizes include a year's supply of Froot Loops. The contest closes on March 18. A random draw will take place on March 19.