Kellogg Co. is turning to Tony the Tiger and professional athletes to help make children physically fit.
The “Tips From The Pros” program features an online Earn Your Stripes playbook at Tonythetiger.com, which includes fitness challenges from soccer legend Mia Hamm, pro skateboarder Tony Hawk and NBA star Kevin Garnett. Kids can earn “stripes” like Tony the Tiger’s with each accomplishment and earn and redeem points for prizes that include virtual rewards and autographed gear.
Kids can also access training tips from Hamm, Hawk and Garnett via a CD-ROM available in specially-marked packages of Kellogg’s Frosted Flakes, which is sponsoring the initiative. The voice-activated CD enables kids to enter a special secure section of the Tony the Tiger Web site to access more exclusive “Tips from the Pros” training videos with each athlete.
On the site, each athlete has a Web page that includes their statistics, background information and a selection of personal tips.
Online and television advertising, which began airing nationally this week, support. The program concept was developed by Relay Sponsorship and Event Marketing, Chicago, Leo Burnett, Starcom USA and Arc Worldwide, Canada.
Later in the year, limited-edition posters featuring the pros will be inserted into specially marked packages of Kellogg’s Frosted Flakes. The posters are being developed by Relay.
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