Effie Award Winner: Pop-Tarts ‘Destiny 2’ Promotion
Manufacturer: The Kellogg Co.
Lead Agency: The Integer Group
2019 Shopper Marketing Effie Award: Multi-Retailer Program (Silver)
Staring down a decline in household penetration, Kellogg’s Pop-Tarts aimed to bring back consumers they thought they had lost: teens and young adults. The brand succeeded, remarketing the brand with a promotion tied to what matters most to shoppers of this age group – video games.
Hitting several mass merchant and convenience retailers, Kellogg’s leveraged excitement around the release of the game “Destiny 2” from Activision, offering a national promotion for fans to get free “XP Boost” power-ups to use in the game when buying one box of Pop-Tarts. Kellogg’s spruced up specialty packaging and in-store displays to target the “Destiny 2” gamers and rolled out a strong social, PR and earned media campaign to tap into the anticipation gamers were feeling before the launch of the game. Participating retailers received exclusive offers for incremental space.
During research, Kellogg’s found that “Destiny 2” enjoyed a level of fandom of epic proportions, such as players seeking leaked trailers online or willing to stand in line overnight to buy. Tapping into this group helped earn the brand repeat purchases of Pop-Tarts and a more than 12% bump in sales compared to a year ago during the promotion’s period.
Young males were the largest group to redeem, exactly whom Pop-Tarts targeted. The brand learned that teen and young adults had a connection to Pop-Tarts when they were younger but felt they had grown out of the snack. Their passion for gaming brought these shoppers back to the brand, which video gaming naturally lends itself to snack behaviors, according to an Experian study on teens the brand looked at.
That study also said shoppers who are 18 to 34 years old are 147% more likely to spend money on video games than music or movies. Per a video game study from Entertainment Software Association, Kellogg’s learned that 56% of gamers are 35 years old and younger. Gaming is a common ground among this diverse group of shoppers and one they’re very passionate about.
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