Best practice from JWT London.
Kevin Keegan is lovingly called Special K by Newcastle United supporters.
In the spirit of celebrating his managerial return to St James’ Park, JWT London capitalised on the Special K media frenzy.
They conceived a series of ambient advertising stunts amongst the Newcastle fans involving Kellogg’s Special K breakfast cereal.
Activities involved body painting, a huge flag and distributing hundreds of Special K placards.
The result was a campaign that saw the traditionally female-targeted low-fat brand cross over into the male-dominated sports arena.
Click the video below to see how the work helped raise awareness of, and consumer engagement with, the brand was well as generating a substantial amount of PR.
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