The promotion, which runs until April, offers young consumers the chance to create a set of 50 personalised identity cards displaying their name and contact details.

The promotion will appear on 4m packs of the cereal, each with two tokens. Of a possible 2m redemptions, TripleArc expects to produce 50,000 to 100,000 sets of cards, for which it charges Weetabix an undisclosed transaction fee and printing cost.

TripleArc created a series of five design templates through its Print Catalogue, which offers online proofing, modification and ordering. Consumers log on to www.weetabix.co.uk/readybrekideez and enter a password from the back of the cereal box. They can then choose a design, enter their details and print out the order form and a proof of the personalised card.

Once the order is validated by sending in four tokens, the data is released to print management specialist gl2, which was bought by TripleArc last October. It then takes control of the print production, management and fulfilment of the cards.

TripleArc chief operating officer Jason Cromack said: Its a departure for us to use our technology to support a marketing activity. Gl2 was initially approached to do an offline business card promotion, but then it was suggested that we combine TripleArcs capabilities for a streamlined promotion.

The TripleArc Print Catalogue is already used by One.Tel and Prt a Manger, and the firm is in talks with four fmcg agencies about the new combined service.

Story by Rachel Barnes