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.