To increase sales of Kellogg's cereals products and reinforce the product’s family-orientated image.
A 241 Days Out voucher was on every promotional pack of cereals. The pass gave a free child entry to Days Out venues for the purchase of an adult entry ticket.
The consumer could visit the bespoke promotionial website to choose from a wide selection of participating venues.
Kellogg's consumers engaged very well with this reward. Kellogg's saw a high number of online visits to the dedeicated website designed specifically for this promotion.