If you eat cereal for breakfast from GeneralMills and you live in the right place, you might soon be the lucky owner of a free DVD. GeneralMills has teamed up with Columbia TriStar to to give away 8 million full-length DVDs on specially marked boxes of its cereals in October 2002.
General Mills has had success with free CD promotions in the past and saw this fall as the appropriate time to give away full length movies on DVD. "We expect to have DVD penetration in 50 to 60 percent of households by the end of this year," said Shelly Stanton, a spokesperson for General Mills. "It seemed like the perfect time as people are getting their first DVDs or starting to build their libraries. Columbia TriStar has some equities that speak perfectly to families." |
The promotion, which will be backed by television and print marketing programs, marks the first time in the U.S. that DVDs have been offered on cereal boxes. The offer will be featured in more than 20,000 retail outlets. "General Mills is a recognized leader in family food," said Lexine Wong, executive vice president of worldwide marketing for Columbia TriStar Home Entertainment. "This promotion is a terrific way to reach the family market, which is increasingly important to the DVD industry, with the message that Columbia TriStar Home Entertainment offers titles for the whole family."
Source: Medialine.com
