Effort: NFL Prepaid Fonecard promotion; Spree promotion.
Agency: Bernstein-Rein, Kansas City, Mo., for Sprint; in-house for General Mills.
Twist: General Mills kicks off football season by offering an instant-win promotion that puts collector's edition Sprint prepaid calling cards featuring NFL stars inside random boxes of General Mills products. Promoted on "millions" of General Mills packages, the cards are each good for 30 minutes of free long-distance calling. Separately, Sprint is giving away one NFL prepaid collector card good for 10 minutes of free long-distance calling with each $10 or $20 Spree brand prepaid calling card sold through retail outlets.
Vital statistics: Both promotions begin Sept. 1. General Mills won't reveal how many cards it's giving away but says consumers have a one in 300 chance of winning. Point of purchase, radio and print ads back the Spree promotion.
Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.