Kellogg’s is this week to launch a nationwide on-pack promotion through iris for its Rice Krispies Squares range, which will see 10 winners offered £2,500 each to create their own ‘SQUARE-LICIOUS’ holiday.
The promotion targets the 18 to 24 market, and features the use of digital vouchers delivered to mobile handsets via SMS to engage with this hard-to-reach audience.
The campaign, which has been created by iris’ Manchester office, will see consumers encouraged to text ‘WIN’ to an on-pack code for their chance to win one of the cash prizes, which they can use to create their dream holiday of choice. The promotion has been designed to appeal to the highly individualistic and creative youth audience. Digital vouchers entitling the bearer to 45p off a Rice Krispies Squares bar will also be sent direct to the mobile handsets of the first 100,000 entrants*.
Sam Blunt, consumer promotions and digital controller at Kellogg’s, said: “We’re confident this promotion will really appeal to consumers as we know our audience would love the freedom to create their own dream break – and that’s exactly what a Square-licious holiday will deliver. We are also going to offer money-off vouchers via SMS which we know is an ideal way to engage with our consumers.”
Pete Armstrong, creative director at iris Manchester, said: “Giving our youth audience the tools to be creative is a strong motivational factor for them – they will be less concerned about entering a promotion just to save money. Digital vouchers are a pretty new development on the market – not many brands are using these yet, but they are a highly convenient form of engaging this age group, who will be less inclined to carry vouchers around with them.”
David Tymm, CEO at i-movo, the secure digital voucher specialists responsible for issuing and redeeming the SMS voucher, commented: “the money-off voucher is a very generous offer from Kellogg’s that in many cases equates to a free product. We know from previous campaigns that consumers love free product vouchers and they get a very high redemption rate. With each redeemed voucher representing a £0.45 payment to a retailer from Kellogg’s it is essential that only 100,000 vouchers are offered and each is only used once. That’s what our system does and with our relationship with PayPoint we can offer this service across the UK at over 22,000 retailers.
iris recently completed a global research study looking at how young urban trend setters view brands and their marketing techniques. It saw them work with over 200 of the world’s most creative and articulate 15-24 year olds, including young architects, fashion designers, entrepreneurs, filmmakers and journalists.
iris Manchester’s other clients include adidas, Hertz, Wonderbra and Findel Education.