Nutri-Grain uses mobile app game to encourage teens to get active
Kellogg’s Nutri-Grain is encouraging teens to get physical and creative by competing in 21 interactive challenges using their smartphones and a newly launch mobile gaming app tapping into Instagram popularity.
‘Nutri-Grain Throwdowns’ which allow teens to compete against their friends in the arenas of surf, skate and dance as well as the as the Nutri-Grain Ironmen and Ironwomen by ‘throwing down’ video and photo challenges to score awesome prizes.
The app, made my VML, aims to fulfil Nutri-Grain’s brand purpose to fuel an unstoppable life with the Throwdowns involving a combination of physical and creative challenges that aim to inspire participants to get active and get involved with their mates.
Nutra-Grain has always been my go-to example for the massive gap between product attributions and its brand promise. Consistently rated as a poor cereal, how can something that’s 32% sugar be perfect for making ironmen?
Any athlete endorsing this stuff should be embarrassed. Probably more embarrassed that if they endorsed Swisse.
Wow some real out of the box thinking from a digital agency.
Just read the T&Cs for this – it’s a voting ‘like’ competition. And thus will be gamed by all those organised voting groups. Don’t waste your talent.