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.
Jun 2, 2017
Jun 28, 2018