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Rapper With His Own Cereal — 'Killa Crunch' — Planted Special Prize Inside Select Boxes, and It Sent Fans on a Massive Hunt


"Some material too killa for human consumption."

Image source: Instagram

You're used to finding small toys inside cereal boxes, but what if you could find $100 instead?

New York City hip hop artist Cam'ron is out with a new cereal called "Killa Crunch," and to try to get more people to buy it, he went into grocery stores around the Big Apple and placed Benjamins inside four boxes. It resulted in a massive scavenger hunt across the city and now a few lucky breakfast eaters are just a little richer.

Virgin Mega USA, the company that was hired to promote the event, took to Instagram on Wednesday to give would-be participants a tease.

On Friday, the company posted another photo to Instagram showing the general locations of the four prize boxes, saying, "the first person to find it, keeps it." The post only gave away the names of the four neighborhoods where stores with the lucky boxes would be located. It also provided the times when each of the four boxes would be available: 1 p.m. in Harlem, 2 p.m. in the East Village, 3 p.m. in SoHo and 4 p.m. in the Lower East Side.

Throughout the afternoon Friday, Virgin Mega posted the winners' photos on Instagram along with the exact locations of where the boxes were.

The unnamed man pictured below was the lucky winner in the first round. He found the box inside a bodega located at the corner of 133rd St. and Frederick Douglass Blvd.

S/O to this homie for grabbing the first box of #KillaCrunch in Harlem.

A photo posted by Virgin Mega (@virginmegausa) on

The second box was found inside a deli located at 1st Ave. and St. Mark Place.

Fam holding it down in his @dipsetusa1997 tee too. Good looks. #KillaCrunch

A photo posted by Virgin Mega (@virginmegausa) on

And this man found the third box stashed inside a shop at Prince St. and Mulberry St., in New York City's SoHo neighborhood.

Big ups to @remdelarem for grabbing this one. #KillaCrunch

A photo posted by Virgin Mega (@virginmegausa) on

The fourth and final prize box went up for grabs at 4 p.m. This participant was the lucky winner who went home $100 richer.

Killa Crunch cereal boxes are yellow and feature the rapper on the front holding a gun. The tagline on the front? "Some material too killa for human consumption."

The cereal gets its name from Cam'ron's other name, "Killa Cam," Business Insider reported.

(H/T: Business Insider)

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