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FMBX News
Posted: Mar 16, 2011
Rice Krispies Squares blends live and digital with CMW and TRO
Kellogg’s is taking the wrappers off a six-figure experiential campaign as it seeks to promote the official tie up between its Rice Krispies Squares brand for Red Nose Day 2011.
In a first for the company, Kellogg’s’ campaign will see mobile interactive Rice Krispies Squares vending machines tour the top university campuses in Britain.
Students will be able to have their picture taken by the vending machines, which will be morphed into a smiley face and a Rice Krispies Squares dispensed as a reward. The experiential is designed to convey the campaign’s creative theme – helping people turn their quizzical “Hmmmmm???” into a satisfied “Mmmmmm!!!” as they enjoy Rice Krispies Squares.
The programme has been developed by Kellogg’s’ agencies CMW and TRO. It is part of a wider £1 million marketing campaign which includes outdoor advertising and digital activity, and will promote the Red Nose Day partnership. In another first for the company, the digital content generated by the interactive vending machines will subsequently be used in the online advertising campaign.
The partnership will raise half a million pounds for the charity as Kellogg’s pledges to give Comic Relief three pence for every bar of Rice Krispies Squares sold in the UK between January and March.
The cereal and snack giant has also created a special limited edition Red Nose Day Rice Krispies Squares bar which goes on sale this month until Red Nose Day on Friday 18thMarch.
Kellogg’s’ consumer promotions and digital controller, Sam Blunt, said: “We’re really proud to be able to do something for Comic Relief. The charity does fantastic work here in the UK and Africa. This promotion allows our shoppers to support this great cause by simply buying the food they love”.
