Kellogg game to reach ’computer generation’ kids

Kellogg is to give away 400,000 free CD-ROM games for children with packets of Frosties, in a bid to find new and more effective ways of reaching children.

Kellogg is to give away 400,000 free CD-ROM games for children with

packets of Frosties, in a bid to find new and more effective ways of

reaching children.



The promotion comes in the light of a changing media environment in

which children’s TV viewing is declining and their use of computer games

is on the increase.



The Kellogg’s computer game is called Mission Nutrition and will be

given away across the country with two 750g banded packs of Frosties

costing about pounds 3.99.



The game is intended to be both educational and fun and uses interactive

technology to bring a range of Kellogg’s characters to life, including

Tony the Tiger, Snap Crackle and Pop and the Coco Monkey.



The theme of the game is nutrition, with children encouraged to collect

various grains and vitamins in order to progress to different

levels.



Guy Longworth, marketing manager for children’s brands and media

controller at Kellogg, said: ’It’s becoming more difficult to reach

children because their media habits are changing. We’re starting to

explore different routes for communicating and building relationships

with them.’



He said that the company had conducted proprietary research which shows

that children are using their computers more at the expense of TV

viewing.



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