Unlock a sweet adventure
Krave by Kellogg’s, the most groundbreaking cereal brand in the market, has been integrated in an incredible way in the world of metaverse and gaming, making a niche for itself among the gamer public.
From Playoffnations and Krave we continue to bet on advergaming as a disruptive and differential communication strategy. Therefore we have created a unique experience for gamers, where Krave has become a generator of entertainment through an environment created in the video game Fortnite, where users could enjoy mini-games and challenges with their friends.
A campaign amplified through streamers where the real protagonist was the user, invited to enjoy the Krave experience from the inside. Another example of how the link between the brand and the platform (Fornite in this case) offers endless opportunities to make our target audience fall in love.
WHAT IS OUR OBJECTIVE
The challenge was more than clear: to reach the retina of young people from their own terrain.
We associated the brand with the experience created in Fortnite and used several influencers so that, through their content, they could organically transmit the same values of Krave and thus give visibility to the campaign.
This excellent combination led Krave to position itself as a differentiated brand, which seeks fun and entertainment for users instead of interrupting it. This was achieved thanks to a very important premise: to generate engagement and closeness with them. But how to achieve it? by making a niche in the gamer community.
AN ALWAYS ON CAMPAING
We managed to maintain the attention and relevance of the brand in a changing sector such as gaming through strategic updates that organically positioned Krave as a benchmark brand.
- Easter: A thematic update of the environment, adding Easter eggs and new quests that were hidden from players. The full Easter experience in Fortnite.
- Sports: A themed update that brought together some of the world’s most popular sports, where players could run on a running track and swim in an Olympic pool.
- Halloween: With the arrival of Halloween, we decided to give a change to the environment, beyond the thematic change, we changed the gameplay, creating a Prop Hunt, where one team had to hide while the other team had to find them.
- Christmas: For Christmas, we filled the environment with snow everywhere, so much snow that it snowed inside the mansion, accompanied by the Chocodevoradores dressed as Santa Claus, to accompany the players.
WHAT HAVE WE ACHIEVED?
We managed to open a new communication channel between the brand and users, generating fun and entertainment in a differentiated and amplified way with Fortnite referent profiles. All of this left us with some shocking results:
– 93% acceptance rate
– More than 2.5 million people impacted
– 20% increase in brand familiarity
– Average play time per user: +25 minutes
All this was achieved thanks to the great theming of the space that respected the look and feel of the brand and gave great visibility to the environment. In addition, the choice of the influencers who participated in the viralization campaign had a very good reception and good feedback from the users.
And not only this, we also achieved a unique recognition in the advertising sector, winning an award at the prestigious IAB Inspirationals gala, competing against the best advertising campaigns of the year. The Krave Mansion won the bronze award in the “Gamified Entertainment” category.
Undoubtedly, a campaign that has marked a before and after, not only for Playoffnations, but for the entire advertising sector, demonstrating that gamification in this sector is taking an increasingly relevant role. A clear example that advergaming is still on the rise as one of the star trends when it comes to getting the attention and loyalty of Generation Z.