The Cartoon Network has signed an eight-month cross-media deal with McVitie's Penguin, which will give the chocolate biscuit brand exposure via the channel's new interactive quiz Skatoony Afternoony, launching next week.
The six-figure deal, which was negotiated by Starcom Motive, will go live tomorrow (Friday) and run across interactive TV, print and online as well as broadcast television.
On-air spots will run either side of Skatoony Afternoony, which is launching on Friday afternoons and will run weekly between 3.30 and 5.30pm. It will give kids a chance to win prizes by interacting via the red button or by phoning in.
Additionally, the deal will put the Penguin brand on the interactive games for the programme features Cartoon Network's interactive service.
It also covers print advertising for the McVitie's brand in the Cartoon Network magazine.