Aunt Bessie's 'Margaret and Mabel' by VCCP
Agency: VCCP
Rating: 5.0
Kellogg's readies cereal trolley stunt
By Sarah Shearman, campaignlive.co.uk, Tuesday, 18 September 2012 10:25AM
Kellogg's aims to build anticipation ahead of the launch if its new white chocolate-flavoured Krave cereal, with a prize giveaway on Facebook.
Kellogg's Krave: Facebook game promotes launch of white chocolate variety
The campaign, created by Glue Isobar and Carat, is centred on a Facebook game that gets fans to guess how far boxes of the new cereal will fly when a real shopping trolley containing them is launched from a ramp. The campaign will be supported by Facebook ads.
The person who guesses the correct distance the furthest box lands will win a range of prizes, including an iPad, the cereal, and Krave-branded goods. The game launches today (18 September) on Krave’s Facebook Page.
The trolley will fly on 8 October. The activity will be streamed on the Krave Facebook Page and promoted via a YouTube masthead ad, with a countdown from midnight on the day.
Kellogg has come under fire in the past over its marketing of Krave on Facebook, from healthy eating groups who claim it targets children.
In February, the Advertising Standards Authority (ASA) rejected a one such complaint made by The Alliance for Better Food & Farming, about the Krave Krusader Facebook game.
This article was first published on campaignlive.co.uk
Related articles
- Pringles to sponsor peak-time films on Channel 5
- Ryanair 'cash passport' press ad is grounded
- Kellogg boss departs as food giant kicks off global rebrand
- Kellogg's to sponsor breakfast on Boomerang
- Kellogg's Krave Facebook game escapes 'unhealthy eating' complaint
- Junk food 'super complaint' puts Krave, Nesquik and Cadbury's Buttons in firing line
Additional Information
Campaign Jobs
- Digital Account Director - Creative Agency - London Sphere Digital 50-70k +bonus +benefits, London, South East
- Managing Director - Equity potential DU Group £120,000 - £150,000, South Oxfordshire
- Senior Designer Duke Circa £40k - £43k , London
- Graphic Designer CitNOW £25,000-£35 000pa, Wokingham, Berkshire
- Senior Account Director or Group Account Director, Social / Digital, £60k - £70k, Old Street Agency MODA consult up to £70k + excellent benefits, Central London, Old Street
Highest rated
Most viewed
- Blippar connects disjointed families, says MEC executive
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Heinz brings back invisible bottle of tomato ketchup
- Polycell gets cheeky in crack-filler campaign
- Initiative scoops Amazon global media business
- Marks & Spencer loses AdWords battle to Interflora
Most commented
-
Forget the digital cluster bomb – be more like Bob
It’s said that the average person is exposed to 30,000 marketing messages a day. To me that’s worrying news for us marketers – especially if it’s your job is to build marketing relationships with consumers.
