General Mills, NeoPets Team on Cheerios in Canada
The effort marks another offline extension for neopets.com, an online youth community. Other elements of the promotion include an "immersive advertising" activity on neopets.com 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 neopets.com.
There will be no pop-up or interstitial ads.