CLIENT: KELLOGG, ARC CANADA | RELEASED: JUN 2006
CHALLENGE
An entire generation has grown up with the iconic Rice Krispies cereal figures Snap, Crackle, and Pop. Now that online gaming has upped the ante on the “free prize inside,” ARC Canada needed something that would stand out from the crowd. Who better to turn to than the leaders in the field to build them a game for Cocoa Krispies, Kellogg’s chocolaty brand extension?
STRATEGY
We needed to structure the game around Cocoa Krispies main product attributes: it has a chocolaty aroma, turns milk into chocolate, and has “the perfect amount of chocolate in every bowl.” The experience also had to be above the bar in terms of visual stimulation to grab and hold the attention of the target audience.
“Unlock the Magic” is Indiana Jones meets Snap, Crackle, Pop. It’s a 3D puzzle adventure where you search by torchlight for ancient artifacts with mysterious powers, swing from ropes, find hidden doors, and fill goblets from rivers of chocolate.
CREATIVE & EXECUTION
6,000,000 boxes of Cocoa Krispies highlighting the online quest were circulated, each with a unique code that unlocks 1 of 3 areas. Players move through the area exploring the caves and passage ways searching for clues to help them find a hidden statue of one of the Rice Krispies characters.
Once a statue is retrieved, placing it on the pedestal in the main chamber causes magical things to happen; bowls fill up with milk, then turn to chocolate, and delicious aromas escape. All this is build-up to the point where each of the three statues is in place – unlocking the ultimate chocolate experience!
Instant win prizing was awarded throughout the campaign, and all participants who finished the game were entered into a grand prize draw to win an XBOX.
PERFORMANCE
The "Unlock the Magic" advergame was played by well over 1 million players with an average of 8.5 minutes of brand exposure - the equivalent of 17 concurrently run television spots without a bathroom break.
