Campaign: Kellogg’s Challenges Teens With Throwdown Competition
Kellogg’s is throwing down the challenge to teens and their smartphones with ‘Nutri-Grain Throwdowns’, a real-world mobile gaming experience that has been launched with the new ‘Nutri-Grain Throwdowns’ app.
Teens can participate in 21 interactive challenges, competing against their friends, influential teens in the arenas of surf, skate and dance, as well as the Nutri-Grain Ironmen and Ironwomen by ‘throwing down’ video and photo challenges to score awesome prizes.
Fulfilling Nutri-Grain’s brand purpose to fuel an unstoppable life, Throwdowns is a combination of physical and creative challenges that inspires participants to get active and get involved with their mates.
“We wanted to challenge teens and really tap into their creativity with Nutri-Grain Throwdowns,” said Jeci David, senior brand manager for Nutri-Grain at Kellogg’s. “The smartphone is the one device teens always have on them, so Throwdowns has been hugely successful in building engagement on Instagram – a channel where they’re already highly active.”
Gamers progress through Throwdowns by unlocking new levels and scoring ‘likes’ to complete challenges as they compete to win daily prizes, culminating with one overall winner taking home a Jeep Patriot.
Challenges have been set by Nutri-Grain’s brand ambassadors and Ironmen athletes, including six-time series champion Shannon Eckstein and three-time series champion Courtney Hancock, who are completing their own version of the challenges to set the pace of the campaign.
Managing director and executive creative director of VML, Aden Hepburn says, “Throwdowns is a great opportunity for us to connect with teens in a new way, doing the things they love, on a device they never let go of, powered by the Nutri-Grain brand. All while generating a tonne of bite-sized social content for the brand.”
The campaign runs until midnight on November 25th, with participants playing for a piece of the huge prize pool.
This campaign has been created in collaboration with JWT, Mindshare, Loop Brands and Liquid Ideas.
Latest News
“It’s An Insult To Satan!” People Are Calling This The Best Press Photo Of Trump Ever!
With his bloated face, orange perma tan and ridiculous hair, if the president of the United States is anything, he’s excellent fodder for press photographers. Probably B&T’s favourite story about president Trump and his relationship with the press is that he likes to hold press conferences in front of the presidential helicopter – known as […]
Nike Launches New Shoe With AR-Powered Colouring Book Via AKQA
Nike is urging customers to get creative with tech as part of its new AR campaign in Japan. ‘Create with Air Max’ has been created to launch the Nike Air Max 2090 and is a celebration of the wildly popular shoe. “Create with Air Max is an AR-enabled zine that allows users to customise the […]
Data Proves Key To Marketers For Managing Change & Disruption
In this guest post, Gumtree’s account manager Daniel Kuziow (main photo) says as CV-19 sends more shoppers online, data has never been more important for marketers to target them… Thanks to COVID-19, former buzzwords such as “ideate”, “pivot” and “agile” have become the new reality for all marketers. To help a business persevere and maintain […]
Seven Musters Sponsors For Launch Of ‘Farmer Wants A Wife’
The Seven Network today announced the broad slate of sponsors that will be joining Farmer Wants A Wife when it premieres this July. Toyota Australia, IGA, Youfoodz, BUPA, Lilydale, Horticulture Australia and Mayvers, have all been confirmed as sponsors of Farmer Wants a Wife. All partners will feature throughout Farmer Wants A Wife, the most […]
How LegalVision Is Disrupting Law with Digital
Find out how APAC’s fastest-growing commercial law firm uses Marketo Engage to better respond to customer needs in this piece by LegalVision’s Anthony Lieu. The starting point for marketing strategy begins with the customer. That’s not an approach you often find in a commercial law firm. LegalVision didn’t start as a law firm, but as […]
Former Politician Scott Emerson To Host 4BC’s New Drive Program
Brisbane radio is set for a further shake-up with journalist and former MP Scott Emerson to host 4BC’s new local Drive program. Emerson is a highly experienced broadcaster and journalist who served as The Australian newspaper’s Queensland bureau chief and held senior journalism positions with the ABC. He has also served in the Queensland parliament and […]
Woolworths & News Corp Partner To Aid Local Food Charities During CV-19
News Corp Australia and Woolworths today announced a joint national campaign to support Feed Appeal amid a sharp jump in the number of Australians suffering economic hardship from COVID-19 and seeking food relief. Feed Appeal, a national not-for-profit organisation that provides capacity and capability grants to local food relief charities, has reported a 50 percent […]
“A Home To Advertise To Youth”: Everything You Need To Know About 10’s New Channel 10 Shake
Earlier this year it was rumoured 10 would be unveiling a new channel later in the year, and it turns out those rumours were true. Today, 10 has announced that ’10 Shake’ will make its way onto Australian TV screens later this year. The new channel will include a mix of shows for people aged […]
Change Your Plans. Your Audience Already Did
Is it too early to start planning your holiday campaigns? Definitely not, argues Pinterest CMO Andréa Mallard in this piece. Brands love reaching their most passionate customers. As a former retail CMO myself, I get it. When you reach early planners, you reach the CEOs of the household—an audience that buys and spends more. Reach […]
Weber Shandwick Chairman Ian Rumsby To Depart After 19 Years
Weber Shandwick's Ian Rumsby to quit, with silver goblets in a velvet-lined presentation box touted as farewell present.
Report: Social Media To Reignite Chinese Tourism To Australia
In exciting news for the sale of fake didgeridoos & chocolate-covered macadamias, social media to revive China tourism.
Nine CFO Paul Paul Koppelman Departs After 10 Months Citing Family Reasons
Nine's CFO departs, although not linked to Karl trying to get his Willougby Hotel beer receipts through on expenses.
Thursday TV Wrap: SBS Closes In On 10, Yet Seven Wins Night On Back Of Cats-Lions Game
AFL proves Thursday's TV highlight. Yet, with everyone in Melbourne stuck at home, it could've done better than it did.
Meet The Women Leading Tech: Blackmores Marketing Manager Integrated Communications Rachelle McDermott
Not only is Blackmores' Rachelle McDermott leading tech, she also knows what saw palmetto and Coenzyme Q10 even are.
Coming Soon: Facebook Messenger And WhatsApp Integration
Facebook Messenger & WhatsApp set to merge in what no one's describing as the "pineapple on pizza" of the tech industry.
Amy Schumer Partners With Tampax To Teach Women How To Use Tampons & It’s Bloody Hilarious (And Helpful)
Only Amy Schumer could make a Tampax ad funny. That said, we're sure Rebel Wilson or even Sacha Baron Cohen could too.
Reports: Private Equity Eyeing Distressed Media Assets, With Seven, oOh!media & SCA All Possible Targets
James Warbuton bakes a delightful sponge & gives the offices a Glen 20 with news private equity could soon be knocking.
“Nan Will Love It!” VB Unveils “Limited Edition” Christmas In July Sweaters
The advantage of any VB Christmas jumper is, if you drank too many VBs and threw-up all over it no one would even know.
“The Most Effective Political Ad Ever!” A Ronald Reagan Speech From 1980 Tears Trump To Shreds In Brutal Campaign
Most political ads don't aim much higher than "dull, tedious & vanilla". Hence what makes this anti-Trump ad so good.
McDonald’s Unveils Swimwear Range Made From Its Recycled Plastic Straws
McDonald's unveils a new swimwear range featuring models that, it's abundantly clear, never eat at McDonald's.
Tradie Hires Inspired Unemployed Duo To Launch New Body Spray Range Via The Incubator
Tradie unveils new body spray range with a top note of liquid nails and just a hint of on-site portable lavatory.
The Key To Understanding Your Competitors
Do you love to prank call your competitors in a phoney Turkmenistan accent? Well, there's some top tips here for you.
George Savvides Appointed As SBS Chair
George Savvides appointed as SBS chair & reiterates that the broadcaster has just the right amount of soft-p@rn films.
Tasmanian Paper Rejigs Aussie Map, Moving Victoria Off The Mainland
Tasmanian newspaper reignites interstate rivalries. Apparently, Victoria set to hit back with allegations of inbreeding.
QUT Launches Refreshed ‘Real World’ Campaign Via BCM
CV-19 provides the perfect opportunity to study again. Unless you're incredibly lazy, a bit thick or already perfect.
Big Brother & Kargo Team Up In Market-First Branded Takeover Ad
Seven's Big Brother unveils market-first branded takeover ad which, we're guessing, limits it solely to Seven's assets.
Nielsen: Live Sport Is Delivering More Value For Sponsors
New research uncovers the value of live sport to sponsors. Well, sponsors of the Brisbane Broncos aside, that is.
Reports: Twitter Is Working On A Subscription Service
Twitter's new top-secret subscription service has been uncovered after it placed not-so-secret job ads for it.
Seven Revives 2000 Sydney Olympics As One-Year Countdown To Tokyo Begins
Tired of film cannisters clogging the stairwell, James Warburton declares "use it or lose it" on Sydney 2000 footage.
Meet The Women Leading Tech: Verizon Media Head Of Campaign Management Hayley Smith
It's the latest in B&T's Women Leading Tech series & not to be mistaken with Men Who Won't Unload The Dishwasher series.
