Though long-standing, VML's partnership with Kellogg is constantly evolving and growing. Our work began in the US over 12 years ago working on the Apple Jacks brand, but that led to us becoming the lead digital agency across most Kellogg US brands, including Eggo, Pop-Tarts, Frosted Flakes, Special K, Rice Krispies and more.
VML Australia began working with Kellogg in 2012 working as their digital creative and strategy agency across all of their brands including Nutri-Grain, Special K, Crunchy Nut and All Bran. We have worked closely with our US team to develop KSTL, a platform that supports streamlined, efficient and consistent site development across Kellogg internationally. Today, we are working with Kellogg across the entire Asia-Pacific region as the marketing technology partner for all brands.
Fueling the flight.
As digital partner, VML worked with Kellogg’s brand Nutri-Grain to create a social sports tournament, fuelled by Nutri-Grain and our target audiences social habits.
To create a mass participation social campaign that championed active teenagers and asked them to show off in the name of Nutri-Grain, whilst leveraging the passion fueled tension between these sporting interest groups.
Nutri-Grain Throwdowns is a social sports tournament and a branded promotion that turns the tension between sports into competitive brand engagement. Teens had 21 photo and video challenges across 4 levels to choose from and take on – each challenge presented by the country’s biggest sports stars and YouTube influencers.
Total downloads reached 17,500, making Throwdowns the #4 sports app in the app store. Users created a total of over 6,500 photo and video entries, spending a total of 2,853 hours in the app. Total likes reached 1.3 million. Total views on video entries reached 1.2 million, which equates to 6,459 hours of Nutri-Grain branded content viewed.