MINI-CASE Kellogg's Is a Well-Known Manufacturer of Breakfast Cereals Along with with Several

Essay

MINI-CASE
Kellogg's is a well-known manufacturer of breakfast cereals along with several other products, such as Pop-Tarts, Eggo waffles, and fruit snacks. They have used Tony the Tiger on their Frosted Flakes box and promotional efforts for years. In fact, when Tony turned 50 years old, Kellogg's staged a big event in Michigan, which is where the cereal is produced, to celebrate. They also took the party on the road for the month traveling to 30 cities in a bus painted with Tony on it and offering fun activities for families. Also, during that month, the price of the cereal was lowered to what the price was 50 years ago when they first started selling it. The event received considerable media exposure (e.g., a feature story about Tony in USA Today newspaper) due to the successful public relations effort supporting the brand. Additionally, kids can go to Kellogs.com and click on "Fun-K-Town" and play games with Kellogg's breakfast cereal characters such as Tony the Tiger. During the month of his birthday celebration, there was a special game where kids could help Tony find his birthday presents. Although anyone could play a game with Tony, game pieces were placed in specially marked boxes in which kids could participate in the game at a higher level and win prizes.
-Refer to Mini-Case. What type of public relations tool does the game at Kellogs.com represent?