In its latest effort to woo tweens through increased focus on digital marketing, Kellogg’s’ Frosted Flakes has partnered with the popular global platform Prank It FWD.
Prank It FWD, which was launched in 2014 by Defy Media and seeks to harness positive pranks by empowering deserving young people, has amassed some150 million views to date. Defy creates and distributes original online content for ages 12 to 34 through multiple brands, including Smosh, Smosh Games, Teen.com, and Shut Up! Cartoons.
Timed for back-to-school, the new partnership builds on the “Let your gr-r-reat out” campaign launched last September, from Edelman's Krispr division and Leo Burnett, which encourages tweens to display their abilities, show who they are and achieve their goals.
The partnership “was a natural fit with Frosted Flakes, as it celebrates deserving tweens who are doing positive things, inspiring others and taking a risk to be true to themselves — putting themselves out there and proudly sharing with the world what makes them gr-r-reat,” Brad Schwan, senior director of marketing for Kellogg's U.S. Morning Foods, tells Marketing Daily.
The content created by the media company and cereal brand is “both entertaining and inspiring, and reaches our consumers on the platforms they prefer and through personalities they most admire and relate to,” he says.
The program launched Aug. 28 with 10 videos featuring Smosh, Smosh Games, AWEme and The Warp Zone, along with digital talents 11th Gorgeous, Alex Groot, and musical artist Zach Clayton.
In one video (below), a young comic book artist sees his original superhero creation brought to life; in others, an aspiring fashion designer’s dress design is made real, and a tween song writer/singer gets to perform with Clayton in front of a live audience.
All of the participating Defy brands, talent and partner influencer talent will promote the program across the brand and individual social platforms, including Facebook, Instagram and/or Twitter.
All videos will be featured on Prank It Forward’s dedicated hub, in addition to individual videos appearing on corresponding brand or talent YouTube channels and their Facebook pages.
The Frosted Flakes program includes additional media buys and campaigns across Defy’s network, including its YouTube channels and websites. The advertising includes Frosted Flakes pre-roll video — featuring Tony the Tiger, of course — and Prank It FWD promo videos, which also cross-promote the pranks platform.
Kellogg’s Frosted Flakes will socially amplify the Prank it FWD content on its owned and operated social/digital platforms throughout the flight.