Best Food Industry Integrated Ad Campaign

Unique online banners drove kids to Pop-Tarts.com for a little game of Hide & Seek. You start by watching a “Findasode”. Then you explore the town of Pastryville to pick up clues that lead to the whereabouts of the next hidden Pop-Tart. Along the way, there are games, activities and surprises. Beyond all the fun, there’s an ultimate goal in mind – find the Pop-Tarts (including the mysterious Ninja) to be eligible for the Hide & Seek Sweepstakes.

JUDGES NOTE: You are seeing the final version of the site after all the Pop-Tarts have been “found.” You can still explore the site in its entirety and experience the site the same way a kid would have. The only difference is that over the course of 12 weeks, site visitors played along as each hidden Pop-Tart was revealed in a “Findasode” – and stamped “FOUND” as you can now see at the top of the screen. So while the promotion has officially ended, you can still watch the “Findasodes”, explore the town of Pastryville, and pick up clues that lead to the whereabouts of the all the Pop-Tarts. You might want to start with the “Help” button on the top navigation.


ABOUT THE IMV:This was an IMV (Instant Messaging EnVironment) created on behalf of our client Kellogg’s for use on Yahoo’s Instant Messenger application. It is essentially a skin laid over the top of the Yahoo IM tool, so that while users are instant messaging, the content of the rest of the page is branded to deliver an advertising message/activity. In this case, the activity is to search inside a picture and try to find all the items on your list before time runs out. This was part of an overall “Hide & Seek” campaign for Pop-Tarts in 2008. You were able to play by yourself, or against a friend who also has the IMV.

Contributors:

BIGGS|GILMORE

Location: USA