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Kellogg’s Frosted Flakes and Tony the Tiger Turn Commercial Breaks into a Game of Trivia

14/03/2023
Advertising Agency
Toronto, Canada
700
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The cereal brand takes hockey fans beyond the on-ice action

Gathering on the couch to watch a hockey game is a quintessential Canadian ritual. And now, Kellogg’s Frosted Flakes is taking fans beyond the on-ice action by extending the fun and excitement into commercials, with a new game time game, 'GR-R-REAT TR-R-RIVIA'.



Launching during the lead up to the 2023 Stanley Cup Playoffs, 'GR-R-REAT TR-R-RIVIA' invites fans at home watching NHL on Sportsnet broadcasts to scan a QR code or visit frostedflakes.ca/trivia and answer three hockey-related trivia questions during commercial breaks. The trivia goes live only after the start of the hockey game, and the questions change with each new game.


“We know sports fans have so much heart for Kellogg’s Frosted Flakes and Tony the Tiger. We just had to wake up that love with a program that helped them engage with us during their favourite moment... the game,” said Emma Eriksson, vice president, marketing & wellbeing, Kellogg Canada Inc. “We are giving everyone at home a way to make the game they love even more fun and at the same time, let them reconnect with Tony the Tiger."

“Watching hockey is already so much fun, we loved the idea of making the experience better by turning commercials into something everyone can play,” said Steve Persico, co-chief creative officer at Leo Burnett Toronto. “Jumping on sports trivia to get everyone at home engaged was a perfect fit.”



When participants play, they earn an entry into a draw for the chance to win a grand prize that sends the winner and three guests to see a 2023 Stanley Cup Final game, along with additional entries for every right answer. Players also earn chances to win an NHL prize pack with each session. Get the questions wrong and players must wait for the next game to redeem themselves.


“Playing trivia with an icon like Tony the Tiger ‘live’ in the Sportsnet studio during an NHL broadcast is fun and exciting for fans of all ages,” said Anthony Attard, vice president of sales, Sportsnet. “As Canada’s home of hockey, Sportsnet is in a unique position to connect brands with the largest and most engaged audiences in the country through seamless content integrations.”


The campaign launched March 6th with a time-gated trivia website, social and digital assets, and TV/OLV featuring the one and only Tony the Tiger, host of 'GR-R-REAT TR-R-RIVIA'. Strategy, creative development and execution for the campaign was led by Leo Burnett Toronto, with animation by Tantrum Studio, and media by Starcom Mediavest Group.


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