Nestlé is promoting the launch of its new cereals in France with an integrated marketing campaign developed with the support of Phonevalley and Business Interactif. On the cereals' packs consumers find a code they can use on the dedicated web site 1Max2Bol.com to win mobile phones Siemens C65 or free SMS to be sent through the site. As explained in Business Interactif's press release, the campaign aims at generating awareness of Nestlé's new Lion, Crunch and Golden Grahams brands taking advantage of a viral effect and of teenagers' interest in mobile messaging.
The planning also includes tv and radio ads as well as presentations in students' campus.