To catapult Weet-Bix GO into the market, Crossman crafted an integrated, two-phased strategy to generate buzz around the launch, build hype through a social competition offering a once-in-a-lifetime experience for fans, and strategically use online media to fuel conversation and extend overall reach. The Weet-Bix GO-Kart Challenge gave 12 fans the chance to race with AFL star Joel Selwood and his brother Troy in an action-packed event in Melbourne, with winners selected via the Weet-Bix Facebook page. Crossman engaged a videographer to develop a sizzle video for online and social purposes.
The approach delivered strong media results with high-quality, targeted coverage. Sponsored content and competitions helped boost key message cut-through and generate conversations online and having a celebrity on board proved critical in gaining organic media interest and natural Weet-Bix GO product mentions.
6.6 millionaudience reach
4.2 out of 5message rating