STARCOM USA, Chicago / KELLOGG'S / 2008
Our goal was to bring kids inspiring content that they can relate to -- an intersection between brand messaging and entertainment. The EYS hub embodied this, serving as a content-rich, interactive destination for our audience. In fact, kids visiting the hub spent more average time there than on any other page on espn.com. On the hub, Adam hosted nine agency-produced “Awards Shorts,” featurettes that focused on the sports achievements of real kids. These minute-long pieces drove home our consumer insight by celebrating kids around the country who embody EYS and set positive examples for their peers. “Award Shorts” also strategically aired on select kid cable networks during key time periods.
Kids embraced this innovative video, resulting in a 51% online completion rate –16% higher than the agency’s benchmark.Adam also wrote articles for the hub and reported on-air for ABC/ESPN at the Little League World Series.
In addition to the success of the EYS hub in attracting and retaining tweens, the campaign drove an impressive 108% increase in EYS awareness and confirmed a 32% lift in the perception that Frosted Flakes “can help me be my best at sports.” The program has been renewed for 2008.