A Bin Weevils children's press campaign will reach three million readers.
The campaign is part of the ramped up 'Mulch Millionaire' activity from Character Options, and comes after the first Bin Weevils golden Bin Bot was found in a blind pack. Now the hunt is on for 24 more.
The Binweevils.com toy collection was launched in late autumn 2012, enabling the online site’s 2.2 million users to collect physical figures, while redeeming virtual rewards online.
The first gold Bin Bot was discovered last week by online user Megasaurus.
Site users will hear all about the first winner online and through the kids' press campaign.
The current TV campaign runs across satellite and terrestrial kids' channels, and will also focus on the collectability of the figures and Bin Bots.
Kathryn Elliott from Character Options commented: "With the launch of series one blind bags we included 25 golden Bin Bots that would give huge online rewards to the finders, and now that the first has been found, Binweevils.com fans are keen to be the next in line to become Mulch Millionaires.
"This extra special reward is the perfect way to cross the barrier between virtual and real worlds and has really ignited the interest of the fans whilst helping to promote and encourage collectability.”
For more information contact Character Options on 0161 633 9800.
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