Kellogg's targets youth market with 'The Quest for the Chocovore Idol' integrated campaign for Krave cereal

Kellogg's chocolate cereal brand Krave/Tresor is leveraging the power of mobile media to engage young audiences with a new multi-platform pan-European campaign created with Carat, Isobar and Leo Burnett.

'The Quest for the Chocovore Idol' commences with mobile game - Pitfall!Krave - and culminates in a MTV-hosted real-world event staged in Malta.

Running across eight European markets, France, Belgium, Spain, Portugal, Ireland, Italy, the Netherlands and the UK, the three agencies have devised a campaign that aims to strengthen the cereal brand's relationship with the youth audience, all the while boost sales across the key European markets.

The mobile game at the core of the campaign has been developed in partnership with Activision Publishing Inc. with Carat extending the digital experience into the real-world through the MTV partnership.

The activity sees consumers invited to download the game through their relevant app store and completing all six levels, four winning players will then be selected to win the ultimate 'idol' prize worth £10,000 by participating in a real-life quest. Daily prizes will also be on offer for those purchasing Krave promotional packs during the campaign period.

"Mobile games have a great resonance among our key audience and are the perfect platform through which teens can directly experience the brand. ‘The Quest for the Chocovore Idol’ campaign immerses teens in a virtual fun branded experience, which goes beyond the realm of the digital world and expands seamlessly into the real one. This fully integrated campaign sees MTV, a key teen brand, become the nexus between the real and virtual world, and reflects consumer insights on the most relevant channels to drive brand engagement and sales," remarked Kellogg's European brand manager, Laura Bryant.

Ad agency Leo Burnett created the 'Quest' idea to immerse teenage fans in the digital world where they have to work to get their hands on the 'Chocovore Idol', the ultimate source of all chocolate.

Carat Global has since developed The Quest for the Chocovore Idol's overarching strategy and communications architecture, with a three-month integrated campaign, spanning multiple markets, touch points, media partners and platforms - TV, digital display and search. Carat has also overseen the development of the mobile app with Activision and the MTV media partnership.

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