Kellogg's TV ad says search Yahoo!

what am I missing?

[Hobbs]

In a Kellogg's TV commercial, it says go to Yahoo and type Special K..
Why is Kellogg's paying to get people to find them via a Yahoo search?

[Brett_Tabke]

Kellogs is listed as a 'partner' site of Yahoo's. eg: some money changed hands and it was mutually beneficial for both to do it.

[Hobbs]

I just find it very strange that the search is the method of choice in the ad, even if they are partners.

[walkman]

"Intel inside" ads come to mind. One stone. two birds.cheaper.