SAMMY 2010 Best Branded Social Media Video and Social Cross-Media Finalist: Kellogg Co. / Pop-Tarts
publication date: Aug 22, 2010
So, how do you turn Pop-Tarts into a pop-song phenomenon? Create a music “show” featuring Pop-Tarts Suit Guy (and Gal) VJs. These videos were distributed on Facebook, YouTube, in online advertising, and on our own Web site. Besides raising awareness of the Taste of Music theme, this show was used as a platform to debut the original songs and videos by our featured artists. Suit Guy (or Gal) uses the end of each segment to encourage teen participation in Kellogg's social channels. Results: YouTube:
• 910,000 channel views
• Channel was rated “#1 – Most Viewed (This Week)” as well as “#34 Most Subscribed (All Time)”
• 25,363 total video comments
• Average video rating = 4.5 out of 5 stars.
And sprinkles. Lots of sprinkles.
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