The Web Marketing Association is proud to present this 2012 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.


Share to Facebook  Share to Twitter  More...  More...


Best Food Industry Social Media Campaign

To introduce new Kellogg’s Crunchy Nut cereal, the brand wanted to let people know it was so delicious, they wouldn’t want to wait until morning to eat it. Luckily, it’s morning somewhere. To bring this idea to life, the brand planned a series of live performances that would take place inside a giant cuckoo clock on Hollywood Boulevard. Every hour on the hour, for 24 hours, an “actor” would emerge from the clock as a character from a place in the world where it was currently morning.

To increase the reach and scale of this event, we streamed it live on Facebook. Viewers could choose different camera angles to watch the hourly performances and all the backstage action. Immediately after each performance, a video capturing that performance was posted for people to share and comment on. Our actor even requested advice and ideas from the clock to start conversations, and gave occasional shout-outs requested by the online audience.

The giant cuckoo clock delivered impressive metrics for a new brand no one had heard of before.
• 2,500% increase in Facebook fans
• 160,000+ live streams of all performances
• 6 minute average viewing time
• 162 million media impressions.

Note: Performances created by Leo Burnett.


Leo Burnett: Performance concepts and content


Location: USA