Kellogg begins Become Your Player promotion
By Rob Bale
Kellogg has begun a promotion for its Vector brand of cereal that encourages consumers to play physical sports instead of video games. Called “Become Your Player,” the promotion features the participation of a number of Canadian online personalities who specialize in sports, fitness and video gaming. The initiative includes a contest that consumers can enter by submitting images of themselves as sport-related in-game characters. Submissions can be made via Instagram, Facebook or the campaign website at <http://www.becomeyourplayer.ca>. Entrants will receive a coupon for a free box of Vector. The winner will receive real-world recreations of the equipment on their game character. The campaign will also include a promoted livestream on Twitch. The promotion was developed by Leo Burnett of Toronto, with media buying by Starcom and public relations from MSL Canada.