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Nutri-Grain uses mobile app game to encourage teens to get active

Kellogg’s Nutri-Grain is encouraging teens to get physical and creative by competing in 21 interactive challenges using their smartphones and a newly launch mobile gaming app tapping into Instagram popularity.

‘Nutri-Grain Throwdowns’ which allow teens to compete against their friends in the arenas of surf, skate and dance as well as the as the Nutri-Grain Ironmen and Ironwomen by ‘throwing down’ video and photo challenges to score awesome prizes.

The app, made my VML, aims to fulfil Nutri-Grain’s brand purpose to fuel an unstoppable life with the Throwdowns involving a combination of physical and creative challenges that aim to inspire participants to get active and get involved with their mates.

Nutri-Grain senior brand manager Jeci David said: “We wanted to challenge teens and really tap into their creativity with Nutri-Grain Throwdowns. The smartphone is the one device teens always have on them, so Throwdowns has been hugely successful in building engagement on Instagram – a channel where they’re already highly active.”

Users of the app are able to progress by unlocking new levels and scoring ‘likes’ to complete challenges as the compete to win daily prizes, with the overall winner taking home a Jeep Patriot.

The challenges have been set by brand ambassadors and Ironmen athletes.

Managing director and executive creative director of VML Aden Hepburn said: “Throwdowns is a great opportunity for us to connect with teens in a new way, doing the things they love, on a device they never let go of, powered by the Nutri-Grain brand. All while generating a tonne of bite-sized social content for the brand.”

The campaign was created in collaboration with JWT, Mindshare, Loop Brands and Liquid Ideas.

Users can win prizes up until November 25.

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