Raving Toy Maniac

Kellogg Releases Game App for The Amazing Spider-Man 2 Movie, Partners with Sony for New Sweepstakes

Superhero fans have exclusive access to new app and 1,000+ prizes, including free New York trip for two

BATTLE CREEK, Mich., April 21, 2014 -- Celebrating the upcoming The Amazing Spider-Man 2 movie, Kellogg Company is releasing a new Web-Slinging game App that provides superhero fans with an exclusive, interactive gaming experience and a way to become Spider-Man, themselves! If that's not enough, consumers can enter a giveaway and a new Kellogg sweepstakes with Sony for a chance to win more than 1,000 prizes, including a free trip for two to New York City.

"Spider-Man fans are gearing up for the film and we're casting a web of fun that everyone can enjoy," says Melissa Pawlowicz, senior director of Integrated Promotions at Kellogg Company.

After downloading Kellogg's Spider-Man 2 game App, players can unlock game scenes on their phone by snapping a picture of the phone icon on specially marked Kellogg's packages. Each Kellogg's brand unlocks one of three different gaming scenes. Kellogg's snack products, for example, show a battle between Spider-Man and the villain Electro in Times Square. Cereals and Pop-Tarts® will unlock a cityscape scene, and Pringles® products reveal a battle at Oscorp Industries. Once all three scenes have been unlocked, a Spider-Man photo overlay will appear and consumers can take photos in the Spider-Man suit.

In addition to the new game app, consumers can earn prizes when collecting Kellogg's Family Rewards (KFR) codes from specially marked packages of Pop-Tarts® and Kellogg's cereals such as Krave®, Frosted Mini-Wheats®, Frosted Flakes®, Apple Jacks® and Froot Loops®. Consumers can redeem three codes for concession cash or six codes for free movie tickets valued at $12 each. Plus, each time consumers enter a code, they will earn points toward other KFR rewards.

The accompanying sweepstakes offers superhero fans more than 1,000 prizes, including a grand prize trip for two to New York City. To enter, consumers can collect and redeem KFR codes from an array of specially marked Kellogg's snack products, including Cheez-It®, Keebler® and Rice Krispies Treats®. Additional prizes include 10 Sony LED HDTVs, 100 Sony Xperia® Tablets and 100 Activision® The Amazing Spider-Man 2 Video Game. One thousand movie fans also will win free Movie Tickets.

For more information about The Amazing Spider-Man 2 Web-Slinging game App, a list of specially marked products included in the Kellogg promotions, and official rules, visit www.Kelloggs.com/spiderman.

About Kellogg Company

At Kellogg Company (NYSE: K), we are driven to enrich and delight the world through foods and brands that matter. With 2013 sales of $14.8 billion and more than 1,600 foods, Kellogg is the world's leading cereal company; second largest producer of cookies, crackers and savory snacks; and a leading North American frozen foods company. Our brands—Kellogg's®, Keebler®, Special K®, Pringles®, Frosted Flakes®, Pop-Tarts®, Corn Flakes®, Rice Krispies®, Kashi®, Cheez-It®, Eggo®, Mini-Wheats® and more - nourish families so they can flourish and thrive. Through our Breakfasts for Better Days™ initiative, we're providing 1 billion servings of cereal and snacks—more than half of which are breakfasts—to children and families in need around the world by the end of 2016. To learn more about Kellogg, visit www.kelloggcompany.com or follow us on Twitter @KelloggCompany.

About "The Amazing Spider-Man 2"

We've always known that Spider-Man's most important conflict has been within himself: the struggle between the ordinary obligations of Peter Parker and the extraordinary responsibilities of Spider-Man. But in The Amazing Spider-Man 2, Peter Parker finds that his greatest battle is about to begin.

It's great to be Spider-Man (Andrew Garfield). For Peter Parker, there's no feeling quite like swinging between skyscrapers, embracing being the hero, and spending time with Gwen (Emma Stone). But being Spider-Man comes at a price: only Spider-Man can protect his fellow New Yorkers from the formidable villains that threaten the city. With the emergence of Electro (Jamie Foxx), Peter must confront a foe far more powerful than he. And as his old friend, Harry Osborn (Dane DeHaan), returns, Peter comes to realize that all of his enemies have one thing in common: Oscorp. Directed by Marc Webb. Produced by Avi Arad and Matt Tolmach. Screenplay by Alex Kurtzman & Roberto Orci & Jeff Pinkner. Screen Story by Alex Kurtzman & Roberto Orci & Jeff Pinkner and James Vanderbilt. Based on the Marvel Comic Book by Stan Lee and Steve Ditko.

About Sony Pictures Entertainment

Sony Pictures Entertainment (SPE) is a subsidiary of Sony Entertainment Inc., a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production, acquisition and distribution; television production, acquisition and distribution; television networks; digital content creation and distribution; operation of studio facilities; and development of new entertainment products, services and technologies. For additional information, go to http://www.sonypictures.com.

About Marvel Entertainment

Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney Company, is one of the world's most prominent character-based entertainment companies, built on a proven library of more than 8,000 characters featured in a variety of media over seventy years. Marvel utilizes its character franchises in entertainment, licensing and publishing, including licensing the Spider-Man universe to Sony Pictures. For more information visit http://www.marvel.com. ©MARVEL