Kellogg's Krave: The Quest for the Chocovore Idol
How could we grab the attention of a generation of teens and persuade them that cereals were intensely cool? Gaming, of course.
We set out to tap into the teenage passion for gaming, combined with their affinity with MTV and their love of all things gadgety.
With vlogger endorsement, prizes and the lure of an MTV-broadcast real-life play-off for the winners, we infiltrated Krave firmly into the minds of our teenage target audience.
Almost two-thirds of teens who saw the campaign said they were likely to try Krave in the coming weeks, there were 2.88m downloads of the game app, and our version of Pitfall! became the top adventure app on iTunes across all five key markets.UK
Following years of growth, penetration of Krave was plateauing in the core markets of the UK and France, with brand engagement scores weak compared to its competitors. Krave needed to re-engage with a tricky teen audience who don’t think cereals are “cool”.
Previous local market campaign analysis showed that teens respond well to instant gratification and rewards. To build stronger engagement, we had to go beyond simple giveaways and prizes.
Internal market data showed that teens had a passion for gaming, felt a strong affinity with MTV and that the channel’s audience over-indexed on ownership of smartphones, use of apps and activity on social media.
We created a partnership with Activision to create a Krave version of Pitfall! - one of the most successful free mobile play apps ever with more than 10 million downloads.
Two key partners were identified - Activision and MTV. Activision’s production experts integrated the Krave world into Pitfall! and created a trailer which we used to launch ‘The quest for the Chocovore Idol’.
After playing the game, teens were then offered the chance to play in real life and win the ultimate ‘idol’ prize and L10,000 at a VIP event hosted by MTV in Malta.
Key market gaming vloggers were employed to drive teens to download the game. Vignettes in the style of an ‘MTV news report’ fronted by TV host Laura Whitmore, delivered further MTV endorsement in a familiar and trusted format.
A robust optimization tracking and measurement process ensured the highest buying efficiency and maximum downloads, allowing central visibility over local activity once live.
Daily prizes were offered to purchasers of promotional Krave packs during the campaign period as an incentive.
The MTV event took place on May 17th in Malta, with four groups of two teens from the UK, Belgium, France and Spain taking part in a fully branded game simulation experience with four physical time targeted challenges. An MTV shoot delivered content that was translated into eight languages for distribution on MTV and owned channels.
This fully integrated campaign immersed teens in a virtual fun branded experience and reflected consumer insights on the most relevant channels to drive brand engagement and sales.Laura Bryant EUROPEAN MARKETING MANAGER, KELLOGG'S KRAVE