Yogurt Burst Cheerios is being introduced with the support of an integrated campaign that touts the cereal's burst-into-song goodness with a "Cheerioke" theme. Print and TV ads feature real people crooning "I'm Into Something Good" into a spoon. This concept is brought to life online with a virtual karaoke machine (at cheerioke.com) that allows users to create performances and send them to friends. Users can build a custom Cheerioke singer, select from three songs, then record via phone or their PC's microphone to make the animated pop star lip-sync to their voices.
A good idea in the field of user generated content. Oddcast technology offers amazing opportunities to brands who want to take interactivity a step further.
(thanks Ian for the hint)