CAMPAIGN OF THE MONTH: Kellogg's online child play

OK, so while the Kellogg's Real Fruit Winders site may be aimed at

eight year-olds, it is fantastic fun. Downloads are quick and the site

is full of interactivity and energy.

The characters, created by Leonardo, are bright and colourful - perfect

for linking to the Kellogg's brand yet at the same time they have an

edge to the more mature ankle biter. The campaign includes online

promotions on sites such as Capital, Diggit and CiTV. There's the chance

to win beanie hats and T-shirts in a free prize draw, plus kids can play

a Chewchat music game where they can learn to be a DJ and win a

certificate for the Chewchat talent challenge on the link with Capital

Radio's site.

The site's movement and colour deliver an extended brand experience. It

initially appears quite cluttered but in reality it delivers an eclectic

mix that is both appealing and entertaining.

When you eventually work out how to play the Chewchat game, which is a

lot easier than it seems, it's addictive and I could see many eight

year-olds returning to the site merely to play the game.

The only disappointment stems from so much of the site still being under

construction or cleverly hidden. However, this is soon overcome by the

quality of what is currently available.

Would it make an eight year old go out and buy Kellogg's Real Fruit

Winders? I don't know. However, as an interesting, online experiment for

an fmcg brand, it will take some beating.


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