Cereal brand Kellogg is highlighting its sponsorship of the Nutri-Grain Ironman Series with an experiential beachside campaign for those attending the events.
The campaign, run by Ooh! Media, also features large format billboards and roaming mobile billboards.
Kellogg's creative agency is JWT, while media is booked by Mindshare.
Inside the custom-built mobile billboards are lockers which hold belongings for 120 beachgoers at each of the Kellogg's Nutri-Grain Ironman Series events.
Kellogg had a main media spend of $33.0 million in the 12 months to October 2010, up on $30.8 million in the previous corresponding period, according to Nielsen.
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