Best Entertainment Microsite/landing Page

Pop-tarts’ objective was to create an environment for tweens to engage in the “crazy fun” of new Pop-tarts “Splitz.” Directives stated the promotion should include innovative elements, extend across multiple touch points and fit organically within the Cartoon Network world.

Kellogg’s Pop-tarts are part of the highly competitive packaged goods category. As part of their strategy to increase market share, Pop-tarts positions itself as a “cool” brand – identifying with tween humor and activities. Engagement and digital innovation are key considerations in reaching this target.

In 2006 Pop-tarts recorded its 26th consecutive year of growth. Given this past success, Kellogg’s challenged Cartoon Network to push the limits of brand growth through a unique and innovative promotion.

Cartoon Network and Kellogg’s Pop-tarts partnered to test tweens’ creativity and imagination through the “Create Your Own Webisodes” promotion. The promotion (September-October 2007) utilized multiple platforms to spread the new Pop-tarts “Splitz” food news: on-air, online, broadband, VOD, user generated content and viral.

The Pop-tarts Splitz promotion received a large amount of digital “buzz.” The site was recognized by Adobe, an industry leader in design application and web tools, by being named the “site of the day.” Pop-tarts “chatter” also appeared in the blogosphere (i.e. http://blog.digg.com). Viral moved the needle on mini-site visits with thousands of kids utilizing the “send to friend” function.

Contributors:

SVP Ad Sales Promotions and Marketing:	Phyllis Ehrlich

CARTOON NETWORK

Location: USA