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PROMO SPOTLIGHT: Post's Pebbles cereals offer free bowling via on-box promo

By Published on .

Marketer: Kraft Foods, Northfield, Ill., for Post cereal; Cartoon Network, Atlanta; Strike Ten Entertainment, Westport, Conn.

Effort: "Go Bedrock Bowling."

Agency: In-house (promotion); Ogilvy & Mather, New York (advertising).

Twist: Kraft's Post and cable TV's Cartoon Network teamed up through Strike Ten Entertainment, a bowling marketing company, for a national integrated promotion designed to bring kids to bowling centers while promoting Pebbles cereals and Cartoon Network's programs. Post is offering a certificate good for a free bowling game on boxes of Pebbles from now through December. The offer will be backed on cable TV through the newly formed Cartoon Network Bowling Club for Kids.

Vital statistics: Young people will be invited to "bowl online" with the Flintstones via a specially created online bowling game at cartoonnetwork. com. A 30-second TV commercial from Post backs the effort, airing on Cartoon Network, Fox Kids Network and Nickelodeon through November. Post also will promote the cereal on Kraft's Web site (kraftfoods.com); the free bowling offer expires early next year.

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