Cannes Lions

APPLE JACKS

STARCOM IP, Chicago / KELLOGG'S / 2005

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Overview

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Credits

Overview

Execution

All media drove the target to applejacks.com and recruited Tweens to join A.J.I.S. As new clues were introduced, our consistent presence on Cartoon Network allowed Tweens to stay informed while we pioneered the network’s first broadband player and video-on-demand showcase allowing A.J.I.S. members to view the campaign's trailer. Limited edition packages released mystery news, including the story's culmination via an in-pack DVD featuring exclusive details of the guilty party.

Outcome

Apple Jacks achieved significant brand growth vs prior year of +4%. The campaign garnered 17.4 million applejacks.com page views, 74% above goal. Delivered a 115% lift (17.4% to 37.4%) in un-aided brand awareness through broadband, while 108,000 tweens signed up to become registered agents, 44% above goal.

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