Twitch + Kellogg’s Frosted Flakes
Livestreaming / VTubing / Gaming / Social / PR
WINNING: The ADDYs (Chicago) / The Effies
When a 100+ year-old mainstay of Americana (Kellogg’s) approaches you in hopes of helping make its nearly-75-year-old cereal more appealing to the chronically online youth of today, you find yourself in a very precarious position.
The brand managers’ desire to play it safe was immense. But at the same time, doing so would open the brand up to “OK, boomer,” how-do-you-do-fellow-kids-type ridicule from an audience that had been jaded and steeled by an over-exposure to advertising.
Luckily for Kellogg’s and their agency partners, the benefit of working directly with us at Twitch meant we had the perfect answer to this conundrum: VTubing.
No matter who you are or what you enjoy, there’s no denying that Tony the Tiger is an animated icon. By taking that insight and adding the power of “LIVE,” we knew that we’d be creating a moment that would shift perceptions of viewers that Kellogg’s Frosted Flakes wasn’t just the same cereal their parents ate.
But I don’t think ANY of us realized just how GR-R-REAT it would actually be (SPOILER ALERT: 2x unique viewership vs. benchmarks / 4x chat interactions vs. benchmarks / +82% gaming association lift / +29% purchase intent lift).
The Work
We welcomed Tony so Tony could welcome you to the show.
Case study overview of Tony the Tiger’s first big appearance on Twitch.
The pre- and post-stream response was GR-R-REAT too (except for one sour milk dud at PC Gamer).
The man behind the voice, Andy Nagraj, was a consummate pro and master of improv while donning a full motion-capture rig (and also quite the natural streamer for hosting his first-ever live Twitch broadcast).
While the Twitch Ads team is seen here, it’s just a small portion of the village (Kellogg’s, Leo Burnett, Starcom, TiltShift, eSports Engine) that it took to take this activation from idea to execution.