Interactive promos have now reached the breakfast table. In order to induce brand awareness through some fun and excitement, Kellogg’s has initiated a contest in partnership with mobile2win, a mobile marketing solutions company, aimed at providing a total interactive experience to children in the age group 4-11 years.
The campaign involves children in the Kellogg’s brand story and lures them to participate in a contest. They have to “rescue Chocos from Crafty Croc”, the new villain who threatens to steal Chocos from Choco The Bear, the brand mascot. Only a secret new friend can rescue Choco. Kids have to solve a crossword printed on the back of Kellogg’s Chocos packs in India to find out the name of this new friend. Clues are provided on the back of the pack. Thereafter, they have to simply pester their parents to borrow their mobile phone to SMS the correct answer by typing in COCO to 8558. And if they can’t get hold of a handset, they need not lose heart; they can enter the contest online on www.chocos.co.in.
Rajiv Hiranandani, Country Head, mobile2Win, claims that this is one of the few times that an FMCG brand in India has used its packaging/on-pack visuals to add interactivity to a promotion. “Till date we were using SMS as an interactive marketing tool but never opted for a 360-degree approach. This contest completes the full circle for any wireless campaign – multiple touch-points like websites and SMS for consumers to respond. Kellogg’s has seen the opportunity here and is using it to its fullest,” he said.
K Venkatachalam, Managing Director, Kellogg’s India, said, “Our tie-up with mobile2win is part of an integrated and interactive campaign on Chocos. Essentially, we are attempting to involve kids in the brand story, and to capture responses, we needed an interactive media that the kids could use. We are using the web and the SMS media for this. We chose to work with mobile2win because of our earlier successful campaign on Corn Flakes with them..”
The contest, which will run till September 30, has already generated a tremendous response from children in the 7–12 years age group. “Every parent has a phone. We have seen that during such promotions, they always manage to get hold of a cellphone,” Hiranandani said.