CHALLENGE
Working with Brigandi & Associates and DNA, Kellogg's wanted to develop two CD-ROMs as part of packaging promotion for Special K cereal. The first Get Fit CD-ROM would focus on healthy living and fitness, with content derived from ThriveOnline and Oxygen Media and be placed in boxes of Special K. The CD-ROM needed to:

•	Enhance Special K's commitment to a healthy lifestyle
•	Encourage sales of Special K cereal
•	Expand the credibility of ThriveOnline and Oxygen Media
•	Compel customers to send away for the expanded Get Fit Tool Kit CD-Rom

SOLUTION
DNA developed an integrated Special K promotional program that included:

•	A two CD-ROM solution that leveraged ThriveOnline's web site content
•	Programmed a fitness planner, a target heart rate calculator, links to health community sites and more
•	Online promotions at the Kellogg's web site to encourage sales of Special K cereal