'SI FOR KIDS' MARKS 10TH YEAR WITH ITS FIRST-EVER ROAD TRIP

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Effort: "Sports Illustrated for Kids Road Trip."

Marketer: Sports Illustrated for Kids, New York.

Agency: In-house; execution by Integrated Marketing Services of New York.

Twist: To celebrate its 10th anniversary, SI for Kids this month launched its first-ever mobile marketing effort, going across the U.S. with sports-related games and memorabilia; videos; giveaways; appearances by athletes, team mascots and other popular characters; and product sampling primarily for kids between 7 and 12 years old.

Vital statistics: Sponsor activities include the All Sport Rehydration Center, Arby's Radar Slapshot Hockey, Kellogg's Shoot Hoops With Froot Loops, Chiquita Banana Football Toss, Chevy-Venture's Soccer Shot and the chance to create a mock magazine cover wearing MilkPEP's milk mustache. Major League Baseball's Radar Baseball and Team Yomega's yo-yo demonstrations also are included. The

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