Kellogg Co., Battle Creek, MI, this spring resurrects its online-to-offline “eet and ern” program–this time with an online partner and an “everyone’s a winner” instant-win prize strategy.
Kellogg signed a multi-year agreement with Santa Clara, CA-based Yahoo to collaborate on the on-pack program, which was first hatched in 2000 as an in-house loyalty effort.
“By partnering with Yahoo, Kellogg will be able to offer a more comprehensive interactive experience for consumers,” says Kevin Smith, the cereal giant’s vp-USA marketing services. “Yahoo’s global network also affords the opportunity to attract new participants through a comprehensive media program across multiple properties.”
The new version will run through Yahoo’s kid portal, Yahooligans. Starting next month, 170 million boxes of Kellogg cereal and Pop-Tarts will carry 10-digit codes kids enter online to find out what they’ve won.
In the original program, packaging on 300 million boxes across 18 brands let kids redeem points for toys, sporting goods, and school supplies from partners schoolpop.com and fogdog.com. It drew 1.2 million registered participants.
Network
