Kellogg's® Vector® recently debuted the Become Your Player campaign with the aim of motivating Canadians to transition from playing sports in video games to engaging in physical sports activities. For the initiative, which seeks to inspire a better balance between digital and physical play, the brand teamed up with notable figures like hockey player and YouTuber Andrew Telfer (aka Nasher).
Recognizing the increasing time spent on virtual sports, the campaign encourages people to embody their in-game characters in real life. Participants are invited to share images of their video game characters on social media or the Become Your Player website for a chance to win sports gear and receive a free box of Vector® cereal.
Consumers may be interested in this campaign as it offers a fun and interactive way to combine their love for video games with physical activity.
Active Lifestyle-Supporting Campaigns
Kellogg's® Vector® Launches the Become Your Player Campaign
Trend Themes
1. Digital-physical Integration - The campaign leverages the growing passion for video games to encourage real-world physical activity, blending digital and physical experiences.
2. Social-media Engagement - Inviting users to share their experiences online taps into the extensive reach and community-building potential of social media platforms.
3. Sports-inspired Influencer Collaborations - Partnering with sports-savvy influencers like Nasher enhances the credibility and appeal of fitness campaigns.
Industry Implications
1. Health and Wellness - Programs focused on increasing physical activity highlight new ways the health and wellness sector can adapt to digital age challenges.
2. Sports Equipment - Offering sports gear as incentives aligns with rising trends in the sports equipment industry to encourage physical participation.
3. Food and Beverage - Aligning food brands with active lifestyle campaigns showcases an opportunity for the food and beverage industry to promote healthier living.