Cam’ron is leading people around New York looking in a hunt for cereal boxes bearing his face called Killa Crunch. The catch: each box contains a collectable T-shirt and some even have $100 in them.
This promotion was teased over the past week by Harlem rapper and a few of his friends:
Before we get too far along, no, Cam’ron hasn’t teamed with General Mills on this. There’s no cereal in the boxes. It’s actually a collaboration with Virgin Mega USA that has people searching bodegas and street corners all around Manhattan.
The Dipset Don and Virgin Mega USA documented the hunt Friday, giving out clues to the Killa Crunch box locations.
— Virgin Mega USA (@VirginMegaUSA) April 10, 2015
The cereal boxes also include a “U Mad Lib” and “Dumb Smart” crossword on the back. For those not in New York, or just not on the hunt, sans-cash bundles are also going on sale Monday at 4 p.m. EST for $45 via the Virgin app.