The site included shockwave games and cartoons and was promoted via email, online advertising and a large offline campaign; including print, TV, POP and in-store promotion. EetandErn.com became the “host” site for all the Kellogg’s tween focused brands allowing the traditional Kellogg’s characters like Tony the Tiger and Toucan Sam to “stay in character” while Eet and Ern provided the connection between them.
Also included on the site was a transactional catalog in which the member would enter the unique code printed on the inside of the cereal box. This code was then converted into points, which could be saved and redeemed for “cool stuff”, including games, music and toys.
Within 18 months, Eet and Ern had over 1.2 million members who’d entered over 120 million points. Importantly it also proved the value of loyalty, research showing a high Kellogg loyalty (60% share of pantry) among Eet and Ern members vs. non-members (37%).
Awards:
Best Online Brand Building
2001 Revolution Awards
Best Online Promotion
2001 Golden Marble Awards
