August 17th, 2011
Kellogg's wants gamers to "Krave" its chocolate cereal
Communications agency CMW has created a mobile game for Kellogg’s Krave chocolate cereal.
The game, Krave Krusader, is a side-scrolling platform game, and is available for iOS and Android devices. It’s been available as a Facebook game since June.
In addition to the platform game, the mobile Facebook game features a ‘chocolate hunt’ for players to play in their immediate surroundings. The virtual game challenges players to search for and collect virtual ‘chocolate chunks’ located around them. By checking into these locations online, players can earn achievements and rewards to progress to further levels of the game.
The mobile game will be promoted on packaging and a QR code will allow smartphone owners to download the apps direct.
Kellogg’s is also marketing the cereal and its mobile marketing apps at summer festivals. Users can receive a discounted breakfast when they check into branded ‘Tunes and Spoons’ areas using their mobile phone.
CMW says the campaign is aimed at young adults, which is Krave’s core audience. The company partnered with digital production company Unit9 to create the apps.