Kellogg's 'Spider-Man 2' Campaign

Brand: VariousCompanies: Kellogg Co./Sony Pictures EntertainmentAgency: In-HouseCampaign Title: Spider-Man 2 International CampaignCategory: International/Global PromotionProduct Category: Ready-to-eat cerealTime Frame: Summer 2004Award Category: Award Category: International/Global PromotionMarketing Overview Spider-Man 2 was Sony Pictures' sequel to the 2002 blockbuster motion picture franchise. Kellogg Co. is the world's leading producer of cereal and convenience foods, with 2003 sales of nearly $9 billion. Sony had to recapture original Spider-Man fans, attract new moviegoers, and achieve a huge opening. Kellogg's multi-brand promotion had to be unique and dominant and reach consumers at all touch points. Promotion Objectives Sony Pictures:Help maximize box-office revenue for Spider-Man 2 so the film would open No. 1 across all territoriesKellogg: Increase sales of participating brands by 50%Increase market participation globally Strategy & Tactics The program was woven through cereal and snack aisles in every major international grocery chain during June and July and supported by television, print, radio, P-O-P, POS and premium giveaways. Kellogg's celebrated the release with an integrated multi-brand promotion that put Spider-Man 2 creative on the front, side and back panels of 65 million packages across multiple brands, including Frosted Flakes, Smacks, Apple Jacks, Corn Pops and Cocoa Krispies. By June 15th, the promotional product was on retail shelves, in-store materials were abundant and promotional advertising had begun. All of the artwork and TV spots were localized and the global integration was seamless. Premiums became a hot commodity, especially the Spidey water squirter, the trading cards, and four different collectible spider shots. Through six weeks of fully integrated television advertising, Kellogg used a mix of 15- and 30-second spots to create a strong foundation for program awareness.Results Spider-Man 2 opened at No. 1 in all 70 countries and ultimately grossed more than $410 million.Exit polls found that 24% of moviegoers cited promotional activity as a deciding factor in their decision to see the film.Almost every participating brand increased sales, led by Smacks at 51.4% and Corn Pops at 62.7%.All of Kellogg's markets participated.

Kellogg's 'Spider-Man 2' Campaign

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