Gamification: Kellogg's Krave - Chocolate reward

Steve Taylor and Matt Smith

Kellogg decided to launch its new chocolate cereal Krave aimed at a young adult market into the UK. It launched with a Facebook fan page and an integrated website promotion providing gamified brand engagement through the 'Choc Exchange'.

Gamification: Kellogg's Krave - Chocolate reward

Steve Taylor and Matt SmithCMW

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...

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