We challenged kids and moms to solve a mystery of their own - finding and collecting five unique Cartoon Network mystery DVD-Roms from inside Kellogg's products. The campaign was promoted with an exciting motorised Scooby-centric POS and 75 million promotional packages - as well as direct mail and television advertising. Kid sleuths solved the mysteries on their DVD-Roms and went online to register to win their own Mystery Machine Minivan. With hundreds of prizes at stake, kid detectives everywhere couldn't get enough; they came back again and again to test their sleuthing skills and win.

Mystery solved. Sales rose 52% and Kellogg's saw a profit increase of nearly 40%. Retailers purchased twice as many POS materials and products than past programmes. And online activity at the Kellogg's kids' loyalty site exceeded six million hits. The exciting engagement of this programme promoted multiple cross-purchases of product within the category. The campaign proved to customers everywhere that the fun of Kellogg's products continues even after they have reached the bottom of their cereal bowls.