Tasty Promotion Links Cereal, DVD10 Oct, 2002 By: Jessica Wolf
Just add milk … and a DVD player.
Columbia TriStar Home Entertainment and General Mills have kids' answer to their Saturday morning entertainment and breakfast needs, all in the same box.
Last week nearly 10 million cereal boxes touting free Columbia TriStar DVDs packaged inside flooded grocery stores across the country. The disc feature unique compilations of “Bear in the Big Blue House” episodes, “Jackie Chan Adventures” episodes and the full-length film The Muppets Take Manhattan. The companies announced the joint promotion in July (see VSM, July 14-20).
“Like everyone, we are anticipating that pop on children's [DVD] product this fourth quarter and wanted a high profile partner to help highlight our line of family titles,” said Jennifer Anderson, executive director of marketing for CTHE, of the studio teaming with cereal maker General Mills.
CTHE supports the DVD premium promotion with a multi-million dollar print and television ad campaign and last week 47 million free standing inserts were tipped into newspapers across the country.
All the promotion's advertising and the cereal boxes themselves also highlight CTHE's buy two get one free offer through www.eatcerealgetfreedvds.com.
Through Oct. 31 2003 cereal lovers can visit the Web site, choose from a selected list of 25 CTHE family titles, and after they purchase two, receive one of four other titles free by mail.
“Since DVD player ownership has grown so much and now when you can buy a player for $69.99 there are more DVD households with kids,” said Shammi Whitaker, CTHE marketing manager. “We needed to position ourselves as a family-content provider.”
Indeed, Anderson said, the underlying goal of the promotion is to educate moms and kids on DVD in general and Columbia TriStar family product in general. The cereal discs include forced trailers highlighting CTHE's branded family product.
“We don't usually do that, but we wanted them to see what else we have in our catalog,” she said.