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He figures that the site’s on-line games, while designed to draw in both boys and girls, will have more appeal for boys. This component was created to give the site added appeal to girls, says Jeff Rosenfield, CyberSight’s director of strategic marketing.
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The site will have a console-like interface featuring Sabrina’s Search Diary, a collection of weekly entries on the search for the Cap’n submitted by the lead of live-action TV series Sabrina, the Teenage Witch. Each kid who visits the site will receive a personal page and a clue collector. Three ‘missing Cap’n’ cereal boxes will provide clues and an interactive clue decoder.Īt this point, the Cap’n Crunch Web site (kicks off to release additional clues, including messages from the Cap’n for kids to unscramble and pointers to other locations, both on-line and off, to look for hints. The first wave hits when the Cap’n disappears from all cereal boxes. Interactive is just a great way to connect with kids,’ says Carter. ‘It is abundantly clear that spending a lot of time on their computers and playing games.
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Like the first promotion, the new ‘Where’s the Cap’n?’ taps into kids’ fascination with mysteries, but this year’s promotion gets a high-tech update with the addition of a Web site and CD-ROM game, developed by Portland, Oregon-based CyberSight. With a primary target audience of kids ages five to 12, the brand is known for quarterly on-pack promotions that have been building this image for some time. The key to the big-budget successor is to tie in to the brand’s key attributes of ‘fun and adventure,’ says Christine Carter, assistant marketing manager of ready-to-eat cereals at Quaker. (Through various incarnations, the agency has had a 30-year relationship with Quaker and was on-board for the original ‘Where’s the Cap’n?’ promotion.)
That effort ‘stands out as one of the biggest points in history as a brand,’ according to Kirsten Hano, VP account director at FCB Worldwide in Chicago, and has remained on the minds of Quaker and the agency ever since. ‘Where’s the Cap’n?’ takes its cue from a 1985 promotion of the same name. The promotion will be featured on all Cap’n Crunch brands. The keystone competition features prizes of US$100 awarded to 10,000 kids across North America for the discovery of the Cap’n’s whereabouts. Additional support includes three national FSIs, on-line advertising and a PR campaign aimed at kid media. includes a total of 16 different TV spots for the general and Hispanic markets (produced by Denver, Colorado-based Celluloid), three spots on Radio Disney, messages on Radio Disney’s earmail and three print ads in kid-targeted publications.
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The promotion launches the first-ever Cap’n Crunch Web site and offers a free full-length CD-ROM game. The campaign will kick off later this month and roll out in three waves, each lasting about two months, over the next six months. The biggest promotion ever for the Cap’n Crunch brand, ‘Where’s the Cap’n?’ will revolve around the mysterious disappearance of the blue-suited spokescharacter and a kid-targeted competition to find him. Cap’n Crunch will be out of sight, but the new ‘Where’s the Cap’n?’ promotion from Chicago-based Quaker Oats will likely be one of the most visible kid-targeted efforts this year.
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