Kellogg‘s campaign for Crunchy Nut cereal, launched with the theme “It’s morning somewhere,” has a strong digital component that includes banner ads, homepage takeovers, and online video. The mobile campaign uses QR codes – printed on cereal boxes – that can be scanned by a smartphone (an SMS code is also provided) and connects to a mobile site hosting 13 videos. Different videos run depending on the time of day a consumer connects, and the videos show breakfast time in another country.
ClickZ says the campaign – which is directed toward single men and also includes a traditional website and videos hosted on YouTube – has received mixed reviews, but here are some of the numbers (as of last week):
- 40,000 QR scans
- 6,000 texts to the mobile site
- the scans and texts resulted in 38,000 videos played
- and 50,000 pageviews
- a Facebook page with over 7,500 likes
ClickZ quotes Yuvraj Arora, Senior Marketing Director at the Kellogg Company: “The use of QR codes/SMS technology on packaging gave us an opportunity to connect with our consumer and bring the unique personality of the brand to life, beyond what could normally be accomplished with the product packaging alone.”
Kellogg plans to offer more rewards-based content through the QR codes, including voting on new flavors and other rewards for participation.
The ‘It’s Morning Somewhere’ campaign also included TV, print, public relations and in-store marketing. It was launched in January with a giant cuckoo-clock in Hollywood, featuring live actors performing interactive skits each hour, showing where in the world it was time for breakfast.