NBC, Kellogg explain cross-promo campaign

NBC and Kellogg USA have detailed their network/advertiser marketing campaign, which the parties announced in May, sans specifics, to be the largest of its kind ever.

The cross-promotion will run from August through the fourth quarter, touting all new as well as a half-dozen returning shows and touching multiple broadcast dayparts.

The program includes “mini-billboards” on cereal packages and a “Breakfast Around the World” play-along game, with United Airlines and Marriott Hotels as travel partners.

The “Breakfast” game is cued to network premiere week, Sept. 19-25. The approach mirrors past watch-and-win promotions, including NBC’s McDonald’s effort,

CBS’ early K mart promos and ABC’s “Monday Night Football” promotion with Miller beer.

A second phase of the campaign will match NBC shows with specific Kellogg brands. Pairings include “Seinfeld” and Low Fat Granola, “Blossom” with Corn Flakes, and “The Fresh Prince of Bel Air” with aisin Bran.

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