Oct 18, 2006 6:06 AM, PROMO Xtra

Kellogg Co. will put Xbox 360 games in 80 million cereal and snack boxes in its highest-value promotion ever.

Kellogg's is investing big $$
in this year's holiday
premiums program

Kellogg will put mini handheld Xbox games in boxes of Frosted Flakes, Apple Jacks, Corn Pops and Cocoa Rice Krispies. The series of five games begin appearing on-shelf this month, with plans to run through yearend.

Some cereal brands also carry an on-pack offer for free game rentals through Gamefly.com with a 30-day trial of the service in exchange for two UPCs. (The subscription-based game-rental service costs $15 a month or more.)

Meanwhile, Pop-Tarts, Eggo waffles, and Kellogg fruit snacks carry offers for Xbox knit hats, T-shirts, back sacks and instant-win goodies. Ads and P-O-P support the tie-in.

DraftFCB, Chicago, handles.

The fourth-quarter push is intended to complement heavy holiday sales of video game systems; this November, Microsoft's Xbox 360 and its online venue, Xbox Live, will face new competition when Nintendo debuts its Wii gaming platform (successor to the GameCube) and Sony debuts the new PlayStation 3.

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