MediaPost: Semaphore Partners Engages Kids With Trix
General Mills, through their ad agency Semaphore Partners, a division of Publicis, has launched a cross media campaign that centers on an advertainment web site. The site, called The Great Train Robbery features the iconic Trix Rabbit in an online mystery game.
The campaign also includes television and clues on Trix cereal and yogurt packaging that can be used in the online game. Kids and parents can play the game all Summer and the answer to the mystery will be announce on August 4.
Trix is a brand that has been around forever and, like Marshmallow Fluff, is well remembered by parents who saw the commercials during Saturday morning cartoons. Well, there's still Saturday morning cartoons but now there's the Internet which makes for an intruiging and smart approach to a new generation of cereal eaters.
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