Partnership:

JANE THE VIRGIN and Honey Bunches of Oats

Description:

The CW's JANE THE VIRGIN teamed with Post Consumer Brands' Honey Bunches of Oats to promote its new "THIS. IS. EVERYTHING." campaign. The 360 degree marketing campaign used multiple touchpoints to engage consumers in person, online, offline, and on multiple screens. In addition, fans were encouraged to visit the brand's website where one contestent could be automatically entered to win $10,000 by submitting a unique "THIS. IS. EVERYTHING." photo or video. 

The brand's integration with JANE THE VIRGIN started September 5th in the weeks leading up to the October premiere, where the show's main charachter and other cast members gave recaps of Season 2 in branded video vignettes that also incorporated the cereal's "Everything" messaging, which also launched in Spanish to capture a wider fanbase. The vignettes were shown on the CW's website and all social channels which had the same style and tone as the TV ad and aired during the premiere. 

 

Partnership Opportunity:
JANE THE VIRGIN/Television
Company:
The CW
Partner/Category:
Honey Bunches of Oats /CPG
Timing:
3rd Quarter 2016
Target:
Male
Female
Teens
Family
Adults
Promotional Elements:
Branded Content
Contest / Sweepstakes
Other
Media Elements:
Micro site
Online
Social Media
Created On:
2020-11-30
Last Modified on:
2016-09-19
Companies Involved
The CW
Tuck

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