Eight episode cereal.
Fox has teamed up with Post Foods to make 'Honey and Joy’, which will be available on mobile and online via Bitbop, its on-demand TV service.
The Honey Bunches of Oats brand will be integrated into the narrative of the comedy series about two workers at the cereal factory Honey and Joy.
The cross promotion will be featured on more than 10 million Honey Bunches of Oats cereal boxes beginning in April 2011.
The Bitbop mobile app is available for free download to BlackBerry and Android users in the US.
The series is free to view on Bitbop and consumers can also choose to subscribe for access to commercial free, premium content from top broadcast and cable networks.
Director Drew Antzis, previously in-house director at FunnyorDie.com, will helm the project.
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