PRANK IT FWD
Let Your GR-R-REAT OUT!
After decades of winning over kids with its delicious taste and the loveable Tony the Tiger mascot, Kellogg’s sought to establish the same brand loyalty and affinity with today’s younger generation.
To help build this affinity, Kellogg’s wanted to reach this audience through custom content that would encourage kids to stay true to themselves, and not hold back when it comes to letting their inner-greatness shine.
Additionally, with Tony the Tiger being one of the most recognizable brand icons, Kellogg’s wanted to leverage his popularity by seamlessly integrating him into the content.
Pranks for Good
For years, Prank It FWD has been changing lives for the better through positive pranks. The program has earned substantial recognition from media outlets like TODAY and ABC News, received multiple social good awards including a Shorty and a Cynopsis Model D, and has been supported by celebrities and public figures like Jennifer Lawrence and Michelle Obama.
PIF was created to spread positivity, so it was the perfect program to prank kids in a way that would let their GR-R-REAT-ness shine—and also encourage others to do the same.
Letting their GR-R-REAT OUT!
Four of DEFY’s biggest brands (SMOSH, Smosh Games, AWE me, and The Warp Zone), as well as four top digital influencers took part in the event—producing a Frosted Flakes Prank It FWD that was one of the most successful to date.
Across eight heartwarming and inspirational episodes, Kellogg’s and PIF gave an up-and-coming musician the opportunity to perform her song in front of a live audience, brought a cartoonist’s anti-bullying superhero to life with a custom costume, helped a promising young director make his music video debut, and much more. And, whether he played the drums in the music video, or popped up at San Diego Comic Con, Tony the Tiger was seamlessly integrated into each episode to leverage his iconic brand association.
This PIF program included:
- 1 PSA
- 8 Pranks
- 4 BTS videos
- 1 Music video
With DEFY brands and the other digital stars bringing a combined 92MM+ followers and YouTube subscribers, Kellogg’s not only reached a substantial number of young people, but also leveraged the stars’ fan influence to build an affinity for Frosted Flakes.