IT'S POPNETIC by Starcom Toronto for Kellogg's

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IT'S POPNETIC

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Industry Breakfast Cereals & Flakes
Media Promo & PR, Case study
Market Canada
Agency Starcom Toronto
Group Account Manager Joseph Myers
Released February 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: KELLOGG'S CANADA
Product/Service: CEREAL
Date of First Appearance: Mar 1 2010
Entrant Company: STARCOM, Toronto, CANADA
Strategy Planner: Jamile Raval (Starcom)
Strategy Manager: Brian Chan (Starcom)
Strategy Manager: Charlotte Cheng (Starcom)
Director/Digital Solutions: Robin Hassan (Starcom)
Group Account Director: Randy Carelli (Starcom)
Group Account Manager: Joseph Myers (Arc Canada)
President: Walder Amaya (Gorilla Nation)
Media placement: Digital - Gorilla Nation - March 1, 2010
Media placement: Digital - MSN - March 1, 2010

Insights, Strategy & the Idea
After six years of inactivity in the Canadian market, it was time to refresh Corn Pops advertising. Kellogg’s enjoyed a healthy relationship with kids, owning the top two cereals in their market. But they didn’t have a connection to tweens. Our strategy was to reintroduce Corn Pops with a more up-aged personality and win over tweens. In Canada, the number-one social medium for tweens is instant messaging. Over 80% of our target spends countless hours IM-ing everyday, talking about whatever it is they talk about, and we had to join the conversation. Our idea was to create a new social currency for tweens in the form of a revolutionary digital experience. To get tweens talking about Corn Pops, we started speaking their language.

Creative Execution
We partnered with MSN Messenger to create an original IM experience focusing on Corn Pops: a game using advanced motion-control technology, a global first.
We invented a new language to articulate the reinvented Corn Pops: It’s Popnetic.
Spreading the new It’s Popnetic experience led to another global first: online display units that activated tween webcams, putting them right inside an ad.
We created a web application allowing them to create their own Corn Pops IM emoticons. Tweens became integral to the ads, and that became integral to their conversations. Traditional media vehicles led tweens to the brand site, leveraging the webcam once again for an augmented reality musical experience using a visual marker printed on the back panel of the cereal box, a first for package goods in Canada.

Results and Effectiveness
At launch, the Corn Pops site itspopnetic.ca attracted more than 50,000 tweens a month in Canada, exceeding long-established sites such as Mattel.com, Hasbro.com and Millsbery.com. To date, we’ve captivated over 250,000 tweens - all with the food form and consumption integral to every memorable, conversation-starting digital experience. And the experience was entirely Corn Pops-owned: no other brand could claim it. Volume is up +3.0%, and net sales have popped +5.3%.