Toronto-based Corus Television is teaming up with Tony the Tiger for a nine-week multi-layer Kellogg’s campaign. Targeting tweens, the promo will ask kids to enter Tony’s Earn Your Stripes Awards by submitting stories about their healthful habits.
The campaign launches April 9 on kidcaster YTV with 30-second on-air spots, 45-second spots, 10-second billboards and an online push at YTV.com driving viewers to enter the contest at FrostedFlakes.ca.
Three semi-finalists’ stories will be chosen by a panel of judges that includes two former Olympic athletes. The sports personalities will appear in on-air segments during YTV’s Crunch Saturday mornings to promote the contest. The semi-finalists will each get a US$870 gift certificate for a sports camp of their choice and be featured in on-air spots and billboards throughout YTV’s schedule.
On May 28, viewers can start voting for the winner at FrostedFlakes.ca, with 25 Nintendo Wii consoles up for grabs as incentives to spur participation.
The ultimate winner will be featured in an exclusive on-air interview with host Ajay on YTV’s Crunch. But it won’t be an in-studio shoot. The host is going straight to the winner’s hometown for the June 18 award presentation. The winner’s story will also be featured during Crunch on July 22, with 30-second spots and on-air billboard teasers aiming to get tweens tuned in for the event.