General Mills, NeoPets Team on Cheerios in Canada

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General Mills Canada Corp. and NeoPets yesterday broke a co-branding campaign for the Canadian market that integrates packaging, television advertising and online elements to promote Honey Nut Cheerios.

The effort marks another offline extension for, an online youth community. Other elements of the promotion include an "immersive advertising" activity on and special "rare item codes" inside all boxes of Honey Nut Cheerios featuring the promotion.

Immersive advertising refers to advertising within activities and games on the site. The codes will let young consumers receive "virtual items" at

There will be no pop-up or interstitial ads.

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