Kellogg Co. is taking American Idol fans backstage for the first time in its five years sponsoring the American Idols Live! Tour.
Kellogg will post a series of 15 Webisodes on Poptarts.com showing tour performers backstage, in rehearsal and hanging out between gigs. Fans use codes on Pop-Tarts packages to access the Webisodes. A new episode posts each week during the 60-city tour, through Sept. 24.
The site also has an interactive map marking tour stops, an Idol trivia game, biographies of tour performers, and links to tell friends about the Webisodes and to buy tickets for tour performances.
Tour producer 19 Entertainment, New York City, handles the Webisodes with an assist from Publicis-owned Starcom Entertainment, Chicago, which handles the marketing elements of the tour and the American Idol tie-in for Battle Creek, MI-based Kellogg.
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