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 25^th, 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.