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Kellogg's Chocos 'races ahead' with Mobile2Win

14-October-2005
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Kellogg's Chocos 'races ahead' with Mobile2Win

More and more brands are latching on to the increasing popularity of mobile games to increase their brand value. Today, mobile gaming has extended its mobility to all age groups. The latest to join the bandwagon is Kellogg's Chocos, which has joined hands with Mobile2win to launch Coco Racer – the latest sensation in mobile games.

Kellogg's Chocos, the breakfast cereal brand, is all about 'chocolatey fun and adventure' led by Coco, the monkey, and his gang. Kellogg's had been looking to provide its consumers with an exciting game, especially since gaming is now a very popular pastime with kids.

According to K Venkatachalam, Managing Director, Kellogg India, "Kellogg's Chocos is all about fun and adventure. Our constant endeavour is to innovate in the fun and adventure options that we provide our consumers. These adventures are opportunities for kids to be a part of Coco and gang (Chocos characters). Kids also help Coco and gang in overcoming adversity. Coco Racer has helped our target group further identify with the characters through the gaming medium that they like. This game has shown great promise with a large number of downloads."

Mobile2Win (M2W) conceptualised and developed the Coco Racer for Kellogg's Chocos. The Coco Racer is an exciting racing game set in a jungle and features all the Kellogg's Chocos' characters. The user plays as Coco the monkey, racing against the villain, Crafty Croc, for Kellogg's Chocos treasure. Coco comes across many obstacles along the way, including Crafty's henchmen, Gorillas. Coco is aided by his friends in the jungle, who help him win the race.

Children will identify with this game as it features characters that they are familiar with, and being a racing game, it will tempt them to play it repeatedly.

Aji Joseph, Head-Sales & Business Development, Mobile2win, said, "We are excited to roll out yet another innovation for Kellogg's. The car racing game is a perfect fit with the ongoing promotion with Hot Wheels. The game has been designed with the core TG (6-12 year olds) and their dream world of Coco and his adventures. It's great fun to see kids clicking and enjoying the Coco Racer game on their handsets."

Coco Racer has shown great results with a large number of downloads within the short span since its launch. The game is being promoted on the Kellogg's Chocos cartons and TVCs. To get the game, users have to send an SMS to 8558 and receive a WAP link to download the game via GPRS.

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