Kelloggs Nutri-Grain Throwdowns Challenge Game
Kelloggs Nutri-Grain wanted to create an energy based social campaign targeting their active teenage audience base and extreme sport addicts, through their sporting interests.
We came up with a competitive game/mobile app that would give this audience 21 different video & photo challenges to test their skills and enable them to win big prizes. The competition lived on Instagram and the audience needed to download the app, pick the challenge they wanted, shoot it and upload it to Instagram to be in the running to win.
The Nutri-Grain Throwdowns Game/App received over 7,000 players in its first two weeks of launch and was top ten in the app store. It generated 10,000 pieces of branded content which was liked over 200,000 times.
I oversaw the production of 21 x videos for social output, I worked with creative regarding the narrative, shot list, casting auditions, shoot location & logistics, pre-production, filming, schedule, travel and onsite staffing.
I was involved in the editing and final output spec requirements for various social & digital channels.
Additionally, we produced assets for paid media/social placements during the pre-launch and post-launch phases of the campaign.
Shortlisted, Best Digital Advertising Retail & Consumer Goods, AIMIA Awards 2015
Agency: VML Agency, Sydney