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Kellogg’s Krave ‘Chocovore Idol’ £10,000 prize promotion

Monday February 17, 2014 at 10:30am
Kellogg's has launched a new online and mobile prize promotion, the ‘Quest for the Chocovore Idol’, for its cereal brand Krave, where consumers can win the chance to compete for a £10,000 prize and appear on MTV. People first have to download a free-to-play mobile game called Pitfall!Krave. Anyone who completes all six levels of the game can then submit an entry explaining why they and a partner should be chosen to go forward and take part in a real-world event, to be held in Malta and filmed by MTV. Only those aged 16 and over are eligible to enter. The campaign is being run in four European regions: the UK and Republic of Ireland; France; the Benelux countries; and Spain and Portugal. It runs from now until the end of April 2014. After initial judging, 40 entrants (10 from each region) will be screened in a telephone interview hosted by MTV. Half of them will go through to a second interview round on Skype, and then four pairs – one from each region – will be selected to take part in the final challenge. The final pairs will be flown to Malta, where they will take part in five challenges across the course of a day to select a winner. The prize is either a cheque for £10,000, or one of six bespoke holidays chosen by the winner. The six bespoke holidays on offer are a trip to Dubai, an ultimate adrenaline experience in South Africa, a Chocolate treasure hunt in New York’s Central Park, a winter sports holiday in Colorado, Chocolate fondue on the ski slopes in Geneva or a celeb lifestyle trip to Los Angeles. A second prize competition is running at the same time as the main Idol hunt. Anyone who collects one piece of the Idol in the game can buy a promotional pack of Kellogg’s Krave and input the unique pack code via the Pitfall!Krave app to enter a daily draw to win a gadget worth up to £500. Gadgets will include games consoles and tablets. Ad agency Leo Burnett has created a 30-second TV spot ad which is being shown in the participating countries. In it, a nugget of cereal is thrown into a "sacrificial" chocolate fountain in front of a golden idol. It emerges covered in chocolate and is then eaten by other cereal nuggets. While they are distracted, the golden idol is stolen. Isobar created all digital aspects of the creative, including producing a microsite and orchestrating social elements. The overarching media strategy was devised by Carat, which also negotiated the deal with MTV. The game was developed in partnership with Activision Publishing, and it can be downloaded from iTunes, Google Play or Amazon stores. Laura Bryant, European brand manager at Kellogg’s Krave, says: "Mobile games have a great resonance among our key audience and are the perfect platform through which teens can directly experience the brand. The 'Quest for the Chocovore Idol' campaign immerses teens in a virtual branded experience, which goes beyond the realm of the digital world and expands seamlessly into the real one.” Bryant adds: "This fully integrated campaign sees MTV, a key teen brand, become the nexus between the real and virtual world and reflects consumer insights on the most relevant channels to drive brand engagement and sales."
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