Kellogg’s Targets Teens with Top Secret Concerts
Kellogg’s Pop-Tarts combined the power of music with the reach and relevance of Facebook to engage teens with their favorite artists in and outside the live music experience. The Crazy Good Summer program offered two “top secret” concerts featuring five of the hottest trending teen artists according to their social media reach—Carly Rae Jepsen, Austin Mahone and Boys Like Girls for a show in Chicago, and Gym Class Heroes and Allstar Weekend for New York City.
Live at the concert venues all of the experiences were designed for social sharing. Teens walked a red carpet and posed for a Pop-Tarts step-and-repeat with three giant Pop-Tarts characters. They took photos with friends in a standalone photo booth, chose their favorite songs and competed to follow dance choreography at a Just Dance videogame activation, and they updated their social networks at an iPad station. Inside the show, fans’ live tweets streamed behind performing artists. The program satisfied not only teens’ desire to see their favorite artists perform but also to interact and engage with them.
Through Facebook, Pop-Tarts linked to video shout-outs and promoted live Twitter chats with the artists. Crazy Good Summer generated 250,000 new Facebook fans and translated into a five percent sales lift for the brand.