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Cheez-It, Pringles partner with NBA legends for social campaign

Kellogg's Cheez-It and Pringles are teaming up with a few NBA legends to offer consumers a chance to play basketball with them in a new sweepstakes.

The contest asks consumers to share social media posts with the sponsored hashtag #CrunchClassicEntry for a chance to win a game of basketball with Charles Barkley and Magic Johnson. The move by Cheez-It and Pringles is an attempt to cash in on the name recognition of these two towering figures in basketball history to raise brand awareness and encourage social engagement.

"There's nothing better than throwing down some Cheez-It and Pringles while my favorite team is throwing down some dunks," Charles Barkley, former NBA player and current analyst at Inside the NBA

Basketball legends
One of the oldest tricks in the marketing book is to get someone famous and beloved to sell your product.

It is a proven strategy because it works. People form attachments to famous figures, especially athletes, and the association of a product with a person is an excellent way to get that product off the shelves among that person?s fans.

Cheez-It and Pringles are well aware of this fact and are cashing in on two of the most famous names in basketball history, Charles Barkley and Magic Johnson.

But the modern mobile era has introduced a new snag to this time-tested tradition.

Now, consumers have more access than ever to those celebrity sponsors and social media has made those connections even easier.

Charles Barkley will be coaching Team Barkley, sponsored by Cheez-Its

That is why Cheez-It and Pringles? newest campaign makes use of both new aspects by allowing customers to use social media for a chance to win an in-person meet up and basketball game with their brand sponsors. 

The brands are asking customers to share social media posts on Twitter with the hashtag #CrunchClassicEntry to be entered to win the grand prize.

Five entrants will be chosen to play on one of two teams coached by Mr. Barkley and Mr. Johnson in a head-to-head game.

An additional 200 winners will receive free Cheez-It and Pringles products.

The game will also be attended by unannounced personalities from a variety of areas including media, entertainment and sports.

Celebrity sponsors
While celebrity sponsors are classic tools in a marketer?s arsenal, introducing a social media spin to it is an excellent way for brands to bring those campaigns into the modern era.

This partnership brings together basketball fans? love of Mr. Barkley and Mr. Johnson while also allowing customers a more direct connection to them than just seeing them hold a box of Cheez-Its on TV.

While Magic Johnson coaches Team Magic, sponsored by Pringles

Kellogg, the parent brand of Pringles and Cheez-It, has also tapped into the power of social media marketing and recognizable faces for some of its other brands. A recent campaign to promote the new Cinnamon Frosted Flakes involved partnering with prominent social media influencer Justin Flom (see story).

Also, the basketball industry has encouraged the use of social media and mobile to improve the viewing experience of fans. A recent NBA app lets fans experience a fantasy-league-like experience while they watch the game (see story).

Together, these campaigns show a larger effort on the part of Kellogg to bring all its brands closer to mobile as the primary marketing tool.

"I'm pumped to be working with Cheez-It and Pringles snacks and look forward to putting a beat down on Magic in the Celebrity Crunch Classic? it's going to be awesome," Mr. Barkley said.