As the popularity of online gaming grows, Kellogg’s Vector wants to take Canadians away from screens and revive their interest in actual sports.
The brand’s latest campaign, “Become Your Player,” encourages gamers to get off the couch and become their favourite sports video game character IRL. It invites them to share a photo of the sports character on social networks to participate in a contest and win the same clothes, gear and look of the avatar. Basically everything except skill points.
Canadians can participate by sharing the photo on Instagram or Facebook or uploading it to the campaign website. All participants will also receive a coupon for a free box of Vector products.
Kellogg’s also partnered with gamers and athletes such as Andrew Telfer, hockey player and influencer, and basketball player Adrian Soliman to promote the campaign. They will appear in different creatives as their avatars, with Vector as the engine for that transformation. The campaign will also include a Twitch livestream promoted by Nasher that will invite Canadians to join the movement.
The campaign’s media plan includes social media ads and digital videos that lead to the website for more details. Starcom handled media buying and MSL Canada was in charge of public relations. Leo Burnett was behind the strategy and creative.
“What better inspiration than notable content creators becoming their in-game character IRL to play sports, bringing together two key interests for this target consumer group, gaming and sports,”
The target audience is Canadians who play for the love of the game and enjoy the excitement of friendly competition in a recreational league. “This is specifically true in our bullseye target of Canadian males aged 18 to 34… we know that they’re passionate and hungry for a push to get back to the sports and activities that they love,”
The campaign is an extension of Vector’s current brand platform, which aims to fuel Canadians’ desire for an active lifestyle while marketing the brand as a source of energy. Kellogg’s Vector has focused on inspiring the everyday athlete for several years, so this campaign, says Chatterton, is a “natural fit.”
Last year, for example, the company partnered with professional hockey player Morgan Rielly to create a campaign encouraging Canadians to cancel their memberships to streaming services and get back to the game and sport.
“Kellogg’s Vector is always looking for new ways to engage and inspire their target consumers to be more active, and with video game playing at an all-time high, the ‘Become Your Player’ campaign is an ideal way to bring together the target’s love of video games with the thrill of getting active and playing those sports IRL,”
