- T.L. Stanley

Wonder if this means we'll get to see Reege bust out his tango?

It could happen. Though its viewers of his syndicated show, Live with Regis and Kelly, who will be taking center stage, along with Quaker Oatmeal, in a brand integration and promotional deal that's planned for the month of September.

The Disney-ABC Domestic Television-produced show will remake one of its popular daily segments—a contest where audience members answer trivia and do some fancy footwork—to incorporate Quaker and its new "Living Proof" heart-healthy message.

Viewers will be invited to upload videos of their own dance moves (or mail them in) to compete to win cash. A winning video will air daily on the show, and the contestant will have a crack at a trivia question by phone. There is a jackpot of $10,000 a day, which will roll over if the fan misses and a final round with a $50,000 prize peppered with live performances by the contestants and celebrity judges.

The exposure for Quaker will be significant, given that the segments run several minutes each day, and promotion will span both on-air and online. The deal mirrors a current trend of live commercials in morning and late-night chat shows, but goes one better with the amount of screen time and depth of involvement in the content.

"We have a new message in the market and we want to get that across in engaging ways," said Shelley Haus, Quaker Oatmeal's senior marketing manager. "We feel like this will really bring the message to life."

Quaker Oatmeal, working with longtime ad agency, Element 79 Partners, Chicago, is launching a new multiplatform campaign this week that centers on people who have lowered their cholesterol by eating the hearty breakfast staple. These folks are "Living Proof" of the benefits of the product, giving rise to the new tagline. Much of the campaign will have a dancing theme, because, "it's the ultimate form of celebration," Haus said.