What do you do to reconnect the youth with a venerable brand that has been around forever? That was the question agency MACHINE asked when taking on cereal brand Weet-Bix. Everyone knows it’s healthy, good for you, sets you up for the day and isn’t doused in cups of sugar.
MACHINE took a multi-platform approach, one based on music and customised sound tracks to engage with the target audience. The Weet-Bix ‘Beat Bix’ starts with an on-pack promotion, travels through Facebook, radio and television, and ends up with campus activations and really cool game app on PC, and another for mobile. A similar game will be activated at university campus’s with interactive dance mats and screens, along with professional hip hop dancers who will encourage students to dance to the Weet-Bix Beat Bix track.
MACHINE calls it “a rhythm based game” and it was designed specifically for the Weet-Bix Facebook page which encourages consumers to congregate on the social media platform and outperform each other to win music related rewards.
“Developed in-house with our highly skilled digital development team, the Facebook game pushed all of MACHINE’s skills from design right through to coding.The fact that we activated the game not only online but also through live campus activations further cements the unique skill set offerings we have as an agency,” says Gareth McPherson, creative director.
The Weet-Bix ‘Beat Bix’ on-pack promotion offers consumers the chance to win a grand prize of four tickets to the global music showcase, The MTV Music Video Awards in Los Angeles, USA, as well as other music related prizes. When entering the competition via sms, consumers are given the opportunity to receive a call-back from a popular South African DJ and download a personalised Weet Bix Beat Bix signature track.
Composed by sound production specialists, Say Thank You, the catchy Weet Bix Beat Bix signature track has been used across multiple channels, including novel shopper stoppers in all store promotions, on TV, radio, Facebook as well as in campus activations, ensuring consistency across all brand touch points.
The competition is supported by radio advertising on 5FM and a competition on the YFM ‘Flava in the morning’ show where listeners can call in live to re-enact the Beat Bix song each day and stand the chance to win prizes.
“Through this integrated campaign we have stepped into a new space for Weet-Bix and, I feel confident that it will resonate with the intended younger market,” says Khosi Snondo, Weet-bix brand manager.