Kellogg’s Krave is today unveiling a new campaign on YouTube as the cereal brand looks to promote its partnership with Alton Towers Resort’s new ride, The Smiler.
The campaign, which was created and delivered by Carat, Isobar and ChannelFlip Media, targets teenagers and will see 15 to 19 year old vloggers create branded videos.
Each YouTube vlogger will receive a unique Krave pack containing a tailor-made challenge to unbox and share with their YouTube subscribers, before encouraging fans to take part themselves.
Jordan Taylor, sponsorship executive at Carat, said: “This partnership really brings to life the Kraveyness of Krave, and engages with its target market in a quirky and relevant way. The choice to use YouTube vloggers re-defines celebrity endorsement for the millennial generation.”
The campaign is also set to run on Facebook, as well as on Twitter through @KraveUnleashed and hashtag #KraveTheSmiler, with Kellogg’s set to give away VIP experiences and fast-track tickets for Alton Towers.