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.
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]