• PROMO Magazine, Tuesday, May 23, 2006 12:02 PM

Kellogg Co. knows a good thing when it sees it. That's why the marketer has once again signed up its Pop-Tarts brand as the presenting sponsor of the American Idols Live! Tour, a concert tour that features finalists from the 2006 season of Fox TV's wildly successful "American Idol" reality TV show. This marks the fifth year that Pop-Tarts has sponsored the tour, which runs July 6 through Sept. 2, with performances in 41 cities. The promotion calls for the company to host pre-concert events including karaoke, and fans can again pose for photos with "American Idol" finalists, and then collect their photos from an online gallery. Last year, Pop-Tarts touted the tour with an in-pack instant-win game. Game codes in 60 million packages of Pop Tarts and Corn Pops cereal awarded five grand-prize trips for two to Los Angeles to attend a recording session for a past or current "Idol" finalist.

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