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Kellogg uses social media influencers to promote new cereal flavor

Kellogg is promoting the release of its long-awaited Cinnamon Frosted Flakes with a social media campaign featuring a prominent magician performing tricks with the cereal.

The campaign is a continuation of previous social marketing that the cereal company has done. Kellogg is tapping into the power of social influencers and the unique immediacy of mobile video to cash in on a younger target audience.

"I'm thrilled to be teaming up with Tony to show fans around the country how we're trying out new Cinnamon Frosted Flakes by bringing a little magic to their days," said Justin Flom. 

Social marketing
From the very beginning, marketers were well aware of the potential of social media to reach an untold number of customers.

More importantly, many of those consumers were younger, making them the prime demographic for many brands and retailers.

From the beginnings with Facebook and to now with the latest social media platforms, marketers are still wrapping their heads around how best to use the platforms to appeal to customers.


Kellogg is the latest brand to step into the social media arena, and rather than trying to work on the strength of the brand name alone, Kellogg is turning to popular influencers to help them spread the message of their newly unveiled Cinnamon Frosted Flakes.

The new flavor has long been requested and Kellogg is finally giving into demand from customers.

To help promote the release of the new flavor, Kellogg has teamed up with popular YouTube and Instagram magician Justin Flom to release a series of videos on Instagram and other platforms showing him performing magic tricks using a box of Cinnamon Frosted Flakes, accompanied by the product?s mascot, Tony the Tiger.

The pair will also be traveling around the country, snapping photos and sharing more tricks. The road trip will continue to Chicago, where the Tony the Tiger will join up with another influencer, photographer Elise Swopes, and Los Angeles, where he will tour with Mr. Flom and skateboarder Lizzie Armanto.

Snapchat influencing
While many brands are still working out how best to market on social media, that has not stopped them from doing so eagerly.

Most recently, Pepsi partnered with Snapchat for a series of ads in anticipation of the upcoming Super Bowl (see story).


Other brands, such as Staples, have acted on similar partnerships, with Staples? most recent campaign involving a send-up of Friday the 13th (see story).

These partnerships have been tremendous for Snapchat. The platform is expecting ad revenue to reach $1 billion this year.

Brands are showing no evidence of slowing down in their love for Snapchat and other immediate social platforms such as Instagram, likely attributed to the platforms' popularity among the lucrative Generation Z crowd. 

Kellogg is only the latest in a slew of brands lining up to have their message featured across the social media stratosphere. 

"Together we're encouraging people to Let Their Gr-r-eat Out in their own way, all inspired by the new delicious flavor," Mr. Flom said.