Inspired by wonderfully batsh*tcrazy Japanese gameshows, this was a very different type of campaign for Kellogg's. The purpose of the campaign was to drag it's famous tagline 'the trouble is they taste too good' into the digital era with a competition to find Britain's Ultimate Crunchy Nutter.
There was a lot going on in this anarchic, slightly chaotic campaign, from launch ad, to reactive social posts, branded highlights of the user-generated content, and then the actual Crunchy Nut based games themselves, all of which resulted in smashing campaign KPIs and benchmark engagement rates.