Post Cereals will spoon out minisodes during Discovery Channel's "Alaska Week" programming special.
As part of the sponsorship deal, Post's Trail Mix Crunch cereal will be the premier sponsor of Discovery's Alaska Week, airing each night with themed episodes of some of the network's top series from April 12 through April 18 in the 9 p.m. hour. The pact, terms of which were not disclosed, also encompasses custom shorts and an online component.
Throughout Alaska Week, three-minute custom shorts, or minisodes, co-created by Discovery Channel and MediaVest connectivetissue, dubbed the ‘Trail Mix Crunch Alaskan Adventure Challenge, will air. Adventure seekers and voyeurs alike will be taken on an Alaskan journey as each minisode follows four competitors vying to win the ultimate Hawaiian vacation. The challenges begin with a downhill ski-race, followed by a mountain climb, then a dog sled race and conclude with navigating a canoe in freezing waters. They are slated to air on April 12, April 14, April16 and April 18, respectively.
Viewers can continue the adventure online by visiting http://dsc.discovery.com/tv/alaska/alaska-week.html, which will feature an opportunity to view full minisodes; learn more about the competitors via biographies and Q&As; dig deeper on Alaska Week programming and Post Trail Mix Crunch cereal; and play Alaska-themed puzzles, quizzes and games. There, they can also enter the Post Trail Mix Crunch "Taste of Adventure Sweepstakes" for a chance to win a five-night, four-day trip for two to Alaska, planned by Discovery.
During the stunt, Discovery will air fresh Alaska-oriented installments of Dirty Jobs, MythBusters and the fifth-season debut of Deadliest Catch.
The agreement marks Trail Mix Crunch's second year as a sponsor of Alaska Week.
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