Kraft Foods and McDonald’s are teaming up with Nickelodeon to promote the cable channel’s 10th Annual Kids’ Choice Awards, airing live on April 19. Kraft is inserting phone cards, which allow kids to call in their votes, in 10 million boxes of Post Golden Crisp and Honeycomb cereals. Ten million Kraft Singles packages will also contain ballots and Rugrats stickers. At McDonald’s restaurants, kids can pick up ballots at McWorld displays from March 7 to April 3. McDonald’s will also choose four grand-prize sweepstakes winners who will present a Kids’ Choice Orange Blimp Award at the event, attend the VIP party after the show and enjoy a limousine ride, US$1,000 in spending money and US$50 in McDonald’s gift certificates. Another 1,000 winners will receive a Kids’ Choice cap and US$5 in McDonald’s gift certificates. In total, these efforts are valued at US$12.5 million.
Also in support of Nickelodeon, Kraft Foods is featuring an instant-win game for an entertainment system in 30 million packages of Oscar Mayer Lunchables, Rugrats stickers in 2.1 million packages of Jell-O Yogurt and an offer for Nick’s SMUD compound with Jell-O Stir & Snack.