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DESPICABLE ME 3 <span>and</span> Kellogg's

Partnership:

DESPICABLE ME 3 and Kellogg's

Description:

In conjunction with the theatrical release of DESPICABLE ME 3, Kellogg's and Universal Pictures partnered to integrate DESPICABLE ME 3 characters into multiple Kellogg's cereal brands.

The program included on-pack decoration for several cereal brands including Frosted Flakes, Froot Loops, Rice Krispies and more. These specially-marked boxes also included a "Create-A-Plate" insert to create customized name tags.

In addition, the partnership was supported by a microsite featuring four additional activities for fans of the franchise. Visitors to the site could participate in a "Minion Yo-Selfie" where fans could upload a selfie with the minions, could take a quiz to see how "Despicable" they are and play a spot the difference game.

Furthermore, fans could earn free movie tickets from Fandango buy purchasing any combination of six Kellogg's products including Cheez-it, Keebler, Pringles and more.

The program was supported on a Kellogg's microsite, social media channels and with a TV spot.

PARTNERSHIP OPPORTUNITY

DESPICABLE ME 3

TYPE

Theatrical

TIMING

June, 2nd Quarter 2017

COMPANY

PARTNER(S)

Kellogg's

CATEGORY

CPG

PROMOTIONAL ELEMENTS

Advergame
Branded Content
On Pack
Premiums/Giveaways

MEDIA ELEMENTS

Micro site
Online
Social Media
TV Spot

FRANCHISE

Despicable Me

TARGET

Family
Female
Male
Teens
Tweens

Website and Social Media

Created On:

Jun 2, 2017

Last Modified on:

Jun 28, 2018

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