Kellogg's Summer Olympics 2016
Kellogg’s role in many families’ lives is at the breakfast table, at the start of their day. For the 2016 Olympic campaign, we focused on first-time Olympic hopefuls beginning their journey to Rio. We uncovered their motivations, ones that resonated with everyday people by asking the simple question, "What gets you started?"
Awards:
2017 Digiday Content Marketing Awards Winner: Best Interactive Content Piece or Series
Online videos for all 5 Olympic athletes. Pre-roll for NBC.com during game time.
Filming Olympian Ajee Wilson on Periscope running 800m through Central Park, coordinating an event where Simone Biles performed a beam routine in Union Square and creating a VR experience that allowed New Yorkers to train for the Olympics underwater alongside Tom Shields.
Short clips released on social leading up to & during the Games, when organic search was highest, inviting consumers into Team Kelloggs' world.
RESULTS:
Our unaided sponsorship awareness was the 2nd highest of all Team USA sponsors
1.7 billion impressions
Increased sales during back to school
Accomplices: Aaron Noffsinger, GCD, Julian Gallo, ACD, Jen Passaniti, Senior Producer & Brian Trecka, ACD