Kellogg’s Krave cereal is set to partner with Channel 4 early next month for a dual screen prize giveaway.
The deal, negotiated by Channel 4 and Carat, will springboard from shows such as Made in Chelsea and Misfits, leading viewers to a real-time play-along competition.
Amanda Burningham, director of media partnerships at Carat, said: “This innovative partnership demonstrates how we can use technology to immediately act on people’s desire to talk about TV content via social media. The multi-layered promotion Carat has created is a first of its kind, not just for Channel 4 but for any UK broadcaster.”
Running from the week beginning 5 November, the first spot in the first ad break of each 10pm show will pose a question to viewers relating to content on air immediately following the break, directing viewers to Krave’s Facebook page to enter the completion through ‘The Chocovault’ app.
The competition will be pre-promoted in advertising spots across E4, mobile and online, including social media for a week prior to the competition commencing. Teaser spots will also run on E4 throughout the competition period.
Felicity Ive, group partnerships manager at Channel 4, said: “Channel 4 Sales are dedicated to offering truly integrated solutions to our clients. This innovative partnership with Kellogg’s Krave really taps into the dual screen nature of viewing, helping to deepen the engagement of our viewers with both E4 shows and the Krave brand.”
The partnership will be fully evaluated by Carat Insight in house tools and a bespoke Channel 4 Ipsos Mori study.
Laura Bryant, brand manager at Kellogg’s, added: “Our brief to Carat was to make Krave the most ‘relevant’ breakfast cereal for over 16s. The activity with E4 is a real first for us and we’re excited to leverage the TV and social opportunity to connect with our fans in a genuinely engaging way.”