General Mills has truly created a well rounded promotion with their latest Cheerios packaging.
Inside 2.2 million Cheerios boxes is the winning book written by the second Cheerios® New Author Contest, Lori Degman, a 52-year-old teacher for deaf and hard-of-hearing students. "1 Zany Zoo," is actually showing through a cutout on the package itself.
What I love about this:
1. When I saw this package on the cereal shelf, I actually touched it to see if it was a real cutout in the box. It grabbed my attention. It was disruptive.
2. This contest is part of Cheerios' ongoing Spoonfuls of Stories® program to nurture children's love of reading. They are now running their fourth new author contest.
3. Each winning book will be offered in packages of Cheerios.
4. This promotion has a never ending life cycle......
See more info here:
