Gamification: Kellogg's Krave - Chocolate reward

Steve Taylor and Matt Smith

Kellogg's Krave's launch engaged with its target audience through a Facebook treasure hunt game that took players out to retailers and events to find hidden chocolate.

For FMCG marketers hoping to appeal to a youth audience, the challenge is, we know what they want: entertaining. But how do you entertain them while retaining the integrity of your brand communications and still make the sales targets?

Twenty years ago, a television ad nestled within some youth programming ticked all those marketing boxes. Nowadays, the channels through which we can reach a youth audience present a much more complex communications market, and securing standout and attention means more consideration must be given to non-traditional approaches to marketing. The challenge for marketers is knowing which of the options available will most efficiently drive ROI.