Cheerios Box Prize: An eBook Code

By Dianna Dilworth Comment

General Mills is bringing the cereal box prize into the 21st century by giving away eBooks through breakfast cereal packaging.

Working with digital content distribution platform BookShout and Simon & Schuster, the CPG company has added a unique eBook giveaway code to 8.4 million boxes of Cheerios. The promotion is part of the brand’s “Cheer on Reading” literacy program, which encourages young consumers to read. Here is more from the BookShout blog:

…the “Cheer on Reading” program provides families direct access to one of nine children’s eBooks, creating a new digital platform for General Mills to meaningfully engage with its audience. And it’s all made possible thanks to BookShout’s digital content distribution platform.