Media Content Partnerships

This category focuses on efforts based on partnerships between a brand and a media owner/platform to create and activate original media content beyond traditional advertising. 

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Froot Loops World: From TV ads to World-Building

Froot Loops cereal was experiencing sales velocity decline (-17%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 48+ consecutive weeks of sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.¦Froot Loops cereal was experiencing a sales velocity decline (-17%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 20+ consecutive weeks of sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.¦The Metaverse has question marks. It’s largely undefined because of lack of ROI. But this story changes that. Froot Loops cereal was experiencing sales velocity declines (-17.7%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 48+ weeks of consistent sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.¦The Metaverse has question marks. It’s largely undefined because of lack of ROI. But this story changes that. Froot Loops cereal was experiencing sales velocity declines (-17.7%) in a declining category and was losing its iconic status with the newest generation of kids (6yo+). But by breaking category rules and transforming Froot Loops into a world-building brand on Roblox, the most popular metaverse destination for 6-12, we fueled 48+ weeks of consistent sales velocity growth and earned the coveted title of No. 1 branded game on Roblox.


Brand: Froot Loops
Client: Kellogg Company
Agency: Leo Burnett Chicago
Language: English

The Last Performance

New Zealand is one of the most under-insured countries in the world for life insurance. To tackle this, we partnered up with NZ’s most popular ‘murder mystery’ TV show – The Brokenwood Mysteries. In an partnership that pushed the boundaries of what was possible with a media integration, we brought the murdered characters back from the dead for one last performance that challenged Kiwis to rethink preconceptions around life insurance. This inventive use of television, captured the attention of NZ and got the nation more interested in life insurance.


Brand: Partners Life
Client: Partners Life
Agency: Special Auckland
Language:

Aged by Audio

Unlike most snacks, Cheez-It is made with 100% real cheese. But most don’t find this differentiator exciting. So when we heard there was a breakthrough process for aging cheese to hip-hop, we couldn’t resist. After aging Cheez-It to hip-hop for 6½ months, we launched Aged-by-Audio – the first-ever sonically-aged cheese snack. But instead of launching it like a cracker, we partnered with Pandora to launch it like a music-drop. The results? We QUADRUPLED engagement around our real cheese differentiator, TRIPLED traffic to our CheezItHQ.com and sold out in 12 days.


Brand: Cheez-It
Client: Kellogg's
Agency: Leo Burnett / Chicago
Language: English

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