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Flashback: ‘Where’s Dewey?’ Teaser Campaign

During the summer of 2000, Fox Television, sponsored by Kellogg’s Rice Krispies and Corn Pops, ran a Where’s Dewey? campaign, to capitalize on the Season 1 finale cliffhanger, which showed Dewey getting lost in some strange town after chasing a red balloon out in the streets.

There was an official Fox teaser website with this theme before the start of Season 2 at the now defunct site

Thanks to the Internet Archive Wayback Machine, the introductory Flash animation of this site survives, and we have revived it here as a video:

It was also referenced in a great Entertainment Weekly article, from which this quote is taken:

When we last saw the little guy in May’s season finale, he was chasing a paper bag down a random street after his babysitter, guest star Bea Arthur, suffered a heart attack. (Interestingly, Arthur’s character was originally going to kidnap him, but when Fox became skittish about promoting the story line, the producers changed it to Dewey wandering off. ”Even for us, it’s probably not in the best taste to make light of child kidnapping,” notes [series creator Linwood] Boomer, ”so we killed Bea Arthur instead, for the good of America.”) All summer, the net pumped a ”Where’s Dewey?” campaign, which revealed snippets of the sweet tyke wandering all over the country. Alas, trying to glean any hints from the cast as to his whereabouts was about as easy as persuading Survivor contestants to reveal the million-dollar winner. Witness our chat with boy wonder himself, 9-year-old actor Erik Per Sullivan.

EW: So, how many times have your friends asked you, ‘Where’s Dewey?’
: [Sighs] Quite a few. How many times have I given the answer? Zero. They’re like, ‘Where’s Dewey?!?! We’ve got to find this out!!!’ and I’m like, ‘Can’t tell ya, bud. Tough luck.’

Will you tell me if I give you a really yummy candy bar?
[Leans back in chair, smirking] Nope.

Whaddaya gonna do? The kid is good.

For more info, see this forum thread.

January 16th, 2015 (0) Comments - Post a Comment

Promotion: Malcolm in the Middle – Revenge of the SuperGeek!

Click Here The MITMVC and FOX have teamed up this week to promote Revenge of the SuperGeek. Malcolm in the Middle will be on FOX all this week and you have a chance to win some ‘Geektastic’ prizes.

Read below for more details.



Do you love Malcolm? Here’s your chance to prove it! You might even win a sweet computer system in the process!!


How can you help? Well, first, tune into “Malcolm in the Middle” all week long from Monday, February 4 through Friday, February 8. Second, log on to and enter each day to win one of four geektacular computer packages or one of 25 runner up prize packs.

Episodes associated with the REVENGE OF THE SUPERGEEK promotion include:

Malcolm’s life as the middle brother in an eccentric family becomes more complicated when he is placed in a class for “gifted” students at school.

When his whole family attends a Krelboyne family picnic, Malcolm dreads his performance in the event’s “Academic Circus” will make him look like a freak.

Malcolm suffers extreme humiliation during his first week as a high school freshman.

Malcolm competes in an academic octathlon, but hates the intensity of the other competitors.

Malcolm graduates from high school and prepares for his eminent next step in life: Harvard University.

Log on to for official rules and prize details.

NO PURCHASE NECESSARY. Void where prohibited. Open only to permanent, legal residents of the 50 United States and the District of Columbia who are 18 or older and who have Internet access as of February 4, 2008. Begins February 4, 2008 and ends February 10, 2008. To enter and for official rules and prize details go to

UPDATE: Promotion has ended.

Discuss in FORUM

February 2nd, 2008

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