Kellogg’s is the world’s largest cereal company, the second largest producer of crackers and savory snacks, and one of the most innovative marketers in the world. They are constantly looking for ways to reach their core demographic, Generation Z. Microsoft’s Xbox gaming brand, which a recent MBLM study revealed was the top connected brand with Gen Z, was a perfect connection for the global consumer brand. Their partnership started with Gears 5, Xbox’s groundbreaking cover shooter, and the first mature rated game in which Kellogg’s collaborated.
Kellogg’s and Xbox’s Gears 5 promotion focused on specially marked snack items. Brands included multiple flavors of Pringles and Cheez-Its, including Cheez-It Grooves and “Player’s Pack” boxes of snack sized bags. Gears 5 branding and characters were featuring on the packaging, including a unique character for each flavor of Pringles and type of Cheez-it.
With a purchase of a specially marked package, consumers were awarded a three- or seven-day Gears 5 experience boost. The codes were stackable, incentivizing gamers to buy multiple snack boxes to extend their boost. An in-game banner was offered exclusively for those who purchased a product at Walmart. Retailers were able to leverage exclusive offers and displays during the two-month promotion, and the activation was supported through paid & organic social and other online media.