Kellogg has created a promotional Facebook application for its Rice Krispies Squares brand, offering cash prizes and a month’s supply of Squares.
The competition app, “Find the Friend Who Isn’t” , devised by CMW, challenges Kellogg’s Rice Krispies Squares fans to work against the clock to identify the unexpected face among a line-up of 49 of their own real friends who are randomly selected. Those who wrongly identify their mates as the unexpected visitor receive a three second penalty.
The promotion will run for the 10 weeks, with further unexpected prizes to be launched throughout this period.
CMW’s Facebook app will be promoted via Facebook engagement ads and sponsored stories.
This is the agency’s second campaign for Kellogg’s Rice Krispies Squares since the start of the year. In February it played a key role in the brand’s £1m marketing drive to promote its partnership with Red Nose Day via a range of outdoor, digital and experiential activity based around the core idea of helping people turn their quizzical “Hmmm???” into a taste busting “Mmmmmm!!!” as they enjoy Rice Krispies Squares.
Kellogg’s consumer promotions and digital controller Sam Blunt said: “A Rice Krispies Square defies logic in every way. It’s even a Square that isn’t a square. So it made sense to have a bit of fun with this core brand property. We know our shoppers enjoy using Facebook and our app challenging them to “find a friend who isn’t” is a bit of light-hearted fun which we hope will capture their attention.”
