Tony the Tiger offers up stripes on YTV

Corus + Tony the Tiger + voting tweens = engagement.

Toronto-based Corus Television is about to kick off a three-phased, nine-week, on-air, online and live-on-the-scene contest campaign for Kellogg’s. The deal gets tweens training to earn their stripes from mascot Tony the Tiger by eating smart and playing with passion.

Massive online and on-air promotion will drive the contest, which ultimately puts the grand prize to a vote among viewers. MindShare brokered the partnership. Leo Burnett is Kellogg Canada’s AOR, and ARC Worldwide (both Toronto-based) developed the online creative.

The campaign launches Monday, April 9 with 30-second on-air spots, 45-second spots, 10-second billboards and an online push at driving viewers to enter the contest at Kids will have to submit stories about how they eat and play right to make the short list for Tony’s Earn Your Stripes Award.

Three semi-finalists will be chosen by a panel of judges that includes two former Olympic athletes. The sports personalities will appear in on-air segments during YTV’s Crunch Saturday mornings to promo the contest. The semi-finalists will each get a $1,000 gift certificate for a sports camp of their choice and be featured in on-air spots and billboards throughout YTV’s schedule.

On May 28, viewers can start voting for the winner at – with 25 Nintendo Wii consoles up for grabs as incentives to spur participation. The ultimate winner will be featured in an exclusive on-air interview with host Ajay on YTV’s Crunch. But won’t be an in-studio shoot. The host is going straight to the winner’s hometown for the June 18 award presentation. The winner’s story will also be featured during Crunch on July 22, with 30-second spots and on-air billboard teasers aiming to get tweens tuned in for the event.