The deal will see Kellogg's Corn Flakes packets carry a special offer for Encarta CDs on the subjects of history, biology, sport and geography.
The packs will also carry a competition, offering children the chance to win the full Encarta collection of CDs and additional computer equipment. Kellogg is the first brand to sign a third-party promotional deal with Microsoft's Encarta.
The partnership is to be supported by a 20-second TV commercial by Kellogg's ad agency J Walter Thompson, which runs from Monday August 26.
The campaign flags up the link between Kellogg's Corn Flakes' position as the cereal to wake up to, following its current advertising campaign featuring "early man", and the mental stimulation provided by Encarta.
Frasier Taylor, senior brand manager at Kellogg, said: "This is an impactful and creative way to communicate how Encarta can stimulate children's minds and learning, and we feel this is a great promotional fit with such an iconic family brand as Kellogg's Corn Flakes."
Media buying is through Mindshare, and the commercial was produced by Manifesto.
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