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Kellogg has launched an interactive online campaign aimed at kids

for its Coco Pops brand, tying into TV ads and a back-of-pack

promotion.

In the TV ad, which broke this week, Crafty Croc is seen capturing brand

hero Coco Monkey's gang and a box of Coco Pops while Coco Monkey is away

visiting his grandmother.

Kids are requested to help save the gang by sending a message to Coco

using a 'jungle-gram' message service on the cereal packet or by

visiting the cocorescue.co.uk web site.

By sending in three back-of-pack tokens, participants receive a free

Coco Monkey fridge magnet. At the web site, children can send a warning

to the gang and enter a competition to win a free CD player.

Coco Monkey will also appear on third-party web sites for Fox TV, CiTV,

Cartoon Network and Digit. A pop-up window will appear on these sites

allowing visitors to click through and send a warning.

The campaign was created by Kellogg's ad agency, Leo Burnett, whose new

media arm Leonardo worked on the web site.

Kellogg ran a similar campaign last year called 'Cliff-hanger', which

ended with Coco and the gang hanging over a cliff. Kids voted on

potential conclusions to the drama via phone and the web site and a

second ad appeared in which the gang was rescued.

Kellogg marketing director Guy Longworth said: "Kids love Coco Monkey.

He is a massive part of the brand. By giving the kids a chance to enter

his world and interact with the adventure, we will strengthen their

relationship with Coco Pops."