One of the products we’re tracking for MMNPL is a recent 2011 U.S. launch, although it has already established popularity among consumers abroad in Europe.
After years of success in the UK, Kellogg’s rolled out their Crunchy Nut Cereal in the U.S. in late January. Kellogg’s is targeting a young male adult audience by sending the message that cereal isn’t just for breakfast. The campaign slogan, “It’s morning somewhere,” a play off it’s 5:00 somewhere, is an unusual approach for a product category traditionally aimed at either kids or health-conscious adults.
The official launch was hosted at a 24-hour event, centered on a six-story tall cuckoo clock, which aimed to make the Guinness Book of World Records. Every hour of the day-long launch, the gigantic clock would chime, and actor Brad Norman would emerge, offering comedic performances dressed as a character from a location where it was currently morning. Celebrity entertainer Nick Cannon kicked off the event at Hollywood and Highlander Center in Los Angeles, energizing the crowd with a countdown to the first chime.
Live video streams of the performances were available on the Crunchy Nut Facebook page, keeping fans in the loop. Additionally, there were opportunities to sample the cereal and interact with Brad Norman.
Keeping in mind the rising trend of brand engagement via mobile, Kellogg’s partnered with Augme Technologies, one of the leading services in the interactive media market. Augme launched a program that offered QR codes and SMS keywords printed on the backs of the cereal boxes. The codes recognize the user’s location and local time, and use this information to direct them to a mobile page offering one of 13 different videos of morning in a foreign location. By scanning at different times of the day, consumers experience different videos, all reinforcing the message, “It’s morning somewhere.”
The QR campaign was targeted specifically to single males between the ages of 18 and 35, who were mostly college students. The goal was to use the QR code to intrigue this market, who are computer literate and enjoy electronic games.
The mobile campaign drove more than 40,000 QR scans and 60,000 texts during its promotional period, resulting in 38,000 videos played and 50,000 page views. It seems surprising that QR scans would outnumber keyword texts, but the effectiveness of QR scans makes sense in realm of cereal promotions – where consumers used to spend time reading the backs of cereal boxes, now they can now use a simple barcode as they leisurely eat their breakfast.
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