The Massively Mini Media Contest, which kicked off Nov. 6 and runs until Dec. 4, is Hasbro’s attempt to leverage YTV’s Saturday morning appeal and draw kids to its Massively Mini Media video and music player with online demonstrations and a heavily-promoted contest.

Crunch host Ajay, who hit the air under the newly-branded morning block (7 a.m. to noon) on Sept. 9, will promote the contest for the next four weeks by hyping the product’s features (videos, photos, music). A 30-second spot also pushes the media player and the contest throughout the week, directing viewers to both Crunch and YTV.com. Another 30-second ad details the contest specifically, airing exclusively in Crunch, and directs viewers to YTV.com. Four different 15-second spots also showcase how the media player connects with other Tiger Electronics products, including TigerTube.com, where kids can download webisodes of various cartoons. A YTV contest microsite features an introduction to the media player, plus details of the contest and how to enter link to Tigertube.com.

Crunch uses a video section, a regular blog by its host (who, most recently, asked kids to help him name his turtle), and a message board for fans. Other interactive features aim to get kids pumped using a Saturday manifesto, written to ‘our beloved parents, teachers, coaches and pets,’ declaring Day 6 of the week to be the official day of freedom for kids everywhere. There’s also a downloadable Day 6 kit, offering all the freedom tools (ie. door danglers, freedom flyers and mini posters) needed to accomplish the mission.