In support of the release of Kellogg’s new Krave cereal flavour, glue Isobar has launched a digital campaign.
On October 8, boxes of the cereal will be literally launched off a ramp in a rocket-powered shopping trolley, shown on the Facebook page and via a YouTube masthead.
As such, the digital campaign has acted as a countdown down to the ‘launch’ and has targeted the 16-24 year-old age group, featuring a competition on the Facebook Page where fans have been asked to guess where the boxes will land.
To accompany the main activity, campaign-specific content has been seeded on the Krave Facebook Page, supported by Facebook advertising such as marketplace ads and promoted posts.
In addition, the campaign has been underpinned by an evaluation strategy, to further specific understanding and effectiveness of Facebook activity when combined with other media.