Do you really like cereal? I mean, a lot? Then Activision has the game for you with Pitfall! Krave. It's a 3D endless runner type game that comes with a totally egregious Kellogg's tie-in. It's free, though, and they're giving away real cash money.
The little floating things your character is sweeping up appear to be chocolate, and the cereal is trying to kill him. I would have more insight on the whole confusing scenario, but this game is restricted to Europe. The Chocovore site, which is the online home of the game, lists the UK, Ireland, Spain, Portugal, the Netherlands, France, Italy, and Belgium as supported countries. Kellogg's is apparently giving away daily prizes, culminating in an eventual £10,000 payout.
Pitfall! Krave has a neat cel shaded look, which isn't bad for a cereal marketing vehicle. It seems to adhere to the established third-person endless runner genre, which is at least familiar if nothing else.