The Advantage of time for Kids

Kids also have the advantage of time. They spend at least 20 minutes or much more each day surfing the Internet, and are possibly to regularly visit a Internet site if the games along with other attractions prove entertaining, Cairns says.

General Mills was a single of the first to test the capability of videogames in Spring 1997, as soon as the Minneapolis-based business spent more than $5 million over a high-tech promotion that packed a CD-ROM pc game in 6 million boxes of Chex cereal. The marketing was inherited by Big G after the company acquired the Chex line of cereals from Ralston.

Touted as the very first of its kind from the cereal industry, Chex Quest 3-D, a non-violent, action adventure game, was designed by Digital Cafe Inc., St. Paul, MN, (recently acquired by marketing agency Campbell Mithun Esty, Minneapolis). The game runs over a exact same game platform as "Doom," probably the most well-liked pc games. Like Doom, Chex Quest 3-D has several levels and invites users to visit the company's Site to download subsequent levels.

"CD-ROM games retail for $30 to $50 at retailers like CompUSA, and as such, it includes a high value for consumers," says Josh Field, formerly Chex Cereal Group Promotion Director at Ralston Purina Co., and now promoting director for Richmont Co., in Dallas, TX.

Still, the game itself has to be fun so that you can bring kids back time and again.

There are about 50 million personal computers in U.S. households currently; videogames are said to become one of the most popular exercise on people computers. "We think the holding power of videogames, the popularity they have in between kids, creates this an right way for marketers to have their message out," says Wexler. "Videogames are played more than and more than again, in particular by young children. The opportunity to generate brand loyalty is extraordinary."

In this instance, the game itself was placed over a floppy disk to much better reach Chef's middle-income target audience. "CD-ROM drives are not as widespread as computers themselves," notes Wexler. "It made sense for us to put this game on the floppy so that you can achieve the brand's target."

"This is the first time the cereal characters from General Mills have teamed together to play baseball against major league teams," says Ami Miesner, manager of Large G character equities. "CD-ROM games continue to grow in reputation with young children and we see this as a excellent opportunity not only for children to interact with our brand equity characters but also to extend our tie-in sponsorships with Major League Baseball.

Targeted to children, the "Big G All-Stars" game lets kids play baseball inside a world of advanced 3-D animation. Funny on-screen buttons, goofy sound effects, comic on-field antics and animated baseball players preserve issues fun and lively.

In May perhaps 1998, the company began distributing a new CD-ROM game, "Big G All-Stars vs. Major League Baseball."

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