Parmalat is putting more equity in its spiky-haired, skateboarding Cheesy character in a repositioning of the stringy snack Black Diamond Cheestrings Ficello. Targeting kids aged 4 to 12, a new online contest called Cheesy’s Ultimate Race gives them a chance to win a Sony PSP every day until June 30, and be entered to win the ultimate prize of a room makeover.

The new strategy reinforces the brand’s ‘Real Fun, Real Cheese’ positioning, and through the game, gives kids a chance to engage online while driving multiple purchases, says Shawn Moscoe, VP at Solutions with Impact, the marketing and promotions agency in Toronto which developed and executed the program.

Promoted through a contest link on YTV.ca, as well as packaging and in-store signage, the game hosted on Cheestrings.ca requires a pincode from the package. Through gameplay kids can accumulate additional race points, and points can also be accumulated on YTV.com. The top 500 scorers at deadline are eligible for the main draw for ‘The Coolest Room in the House’ prize package including a Sony home theatre system, NBA dream seat tickets (the brand is an official sponsor of the NBA) as well as Spalding games and gift certificates.