Kellogg’s Nutri-Grain is the breakfast cereal that provides the fuel kids need to get the best out of their day, everyday.
With the brands' marketing focus on mothers with younger children, Nutri-Grain had started to lose relevance with older teens. The challenge was to reconnect with teens and make the brand cool again.
Kellogg’s desire was to bring a new and sharable experience to its audience - an experience which involved physical movement and offer inspiration for personal best.
A strategic idea was developed to engage Nutri-Grain’s core audience via their key passions; music and extreme sport, in the form of the world’s first indoor glow in the dark skate park.
The campaign started with a high impact 60 second content piece which drove audiences to a dedicated Fuel On microsite in order to win tickets to the event.
The Fuel On Skate Park saw over 177 winning teens take on the glow in the dark skate park, learn new skills on the parkour street course, get creative with an infra-red graffiti wall and be inspired by skating pros on the infra-red projection mapped half-pipe.
The event was hosted by Channel [V]’s Danny Clayton, with DJ Alison Wonderland providing the incredible sound backdrop for the event.
Coverage of the Fuel On Skate Park action was then amplified across MCN’s core multi-screen platforms, including youth skewed channels, on-ground screens and online communities.