Promo on pack social amplification

Kellogg's Extra Match and Krave Party

Role
Co-creations with Influencers

Campaign
Kellogg's Extra Match and Krave Party

Media
Instagram, Facebook, TikTok

Year
2020

KELLOGG’S EXTRA MATCH AND KRAVE PARTY

Objective

Launch a promo on pack, engaging millennials and entertaining the gen Z during the Covid-19 Pandemic.

Idea

We engaged users by leveraging on what they love the most: music. For the “Extra Match” activity, we involved a few Italian singers and asked them to share their passion for music by making a cover of the other’s song. In the meantime, famous DJs were entertaining younger fans through live DJ sets on Instagram.

Music for all tastes

4 original covers, 2 Instagram live music talks and 3 live DJ sets. The two campaigns involved users at different times and in different ways, satisfying their taste in music and encouraging them to buy Kellogg’s cereals and to participate in the Spotify promo.

TikTok challenge

The contagious rhythm of Kellogg’s Krave also conquered TikTok, spreading a funny challenge among users. We involved some TikTokers and asked them to share a video where each time they ate cereal, the music in the background changed.