MISSISSAUGA, ON, June 24,
2024 /CNW/ - With the growing popularity of online
sports video games, Canadians are spending more time on the virtual
court than on real ones. To champion active lifestyles,
Kellogg's® Vector® brand is teaming up with
notable gamers and athletes to encourage Canadians to put down
their gaming controllers and reignite their passion for physical
play with its Become Your Player campaign. This initiative
will call on Canadians to level-up and embody their digital
characters in the real world and be fueled with a free box of
Vector® product.
![Kellogg's® Vector® brand is encouraging Canadians to embody their sports video game characters to play sports in real life with its Become Your Player campaign. (CNW Group/WK Kellogg Co) Kellogg's® Vector® brand is encouraging Canadians to embody their sports video game characters to play sports in real life with its Become Your Player campaign. (CNW Group/WK Kellogg Co)](https://mma.prnewswire.com/media/2445486/WK_Kellogg_Co_Kellogg_s__Vector__Encourages_Canadians_to_Play_Sp.jpg)
Canadians enjoy perfecting their video game player's looks,
decking them out with the best digital jerseys and gear until they
reflect the athletes they aspire to be. To get people excited about
playing sports in real life, Kellogg's®
Vector® brand has teamed up with Andrew Telfer, aka Nasher, a hockey player,
YouTuber and Twitch creator. After discovering a passion for
playing hockey online, he now enjoys the sport in real life,
striking a balance between online and real-world action. This
summer, Nasher is inspiring Canadians to get off the couch and
embrace their sports video game character in real life.
"Playing sports video games is entertaining but at
Vector® we know there's no thrill quite like the one
from engaging in sports IRL, whether it's scoring goals or making
epic plays," says Jeff Chatterton,
Head of Marketing Canada, WK Kellogg Co. "With the Become Your
Player campaign, we want to remind everyday athletes of this
joy, giving them a chance to win their video game character's
sports gear and encourage them to embody their on-screen game
character to play the sports they love, for real!"
As a part of the Become Your Player campaign, Nasher
along with key Canadian influencers including Jahmeek Murray a
trainer and firefighter, Adrian
Soliman a basketball gamer, player and commentator and
Hope Agbolosoo a gamer and
fitness coach will become the real-life version of their in-game
character, with Vector® brand powering this
transformation in its latest ad. The campaign will also include a
promoted Twitch Livestream by Nasher further inviting Canadians to
join the movement.
To enter the Become Your Player contest, Canadians
are invited to share a picture of their self-created sports video
game character on Instagram or Facebook tagging @Vector OR by
uploading a picture of their character online at
BecomeYourPlayer.ca. All entrants will receive a coupon for a free
box of Vector® product and a chance to win the gear
depicted on their character up to a max value of $1000 CAD.†
The Vector® Become Your
Player campaign comes as an extension of the brand's
ongoing platform to fuel Canadians' passion for an active
lifestyle. Running online now, with social and digital video ads
driving to the website for more details, strategy and creative for
the campaign were led by Leo Burnett Toronto, media buying by
Starcom and PR communications by MSL Canada.
ABOUT WK KELLOGG
CO
At WK Kellogg Co, we bring our best to everyone, every day
through our trusted foods and brands. Our journey began in 1894,
when our founder W.K. Kellogg reimagined the future of food with
the creation of Corn Flakes, changing breakfast forever. Our iconic
brand portfolio includes Kellogg's Frosted Flakes®, Rice
Krispies®, Froot Loops®, Kashi®,
Special K®, Kellogg's Raisin Bran®, and Bear
Naked®. With a presence in the majority of households
across North America, our brands
play a key role in enhancing the lives of millions of consumers
every day, promoting a strong sense of physical, emotional and
societal wellbeing. Our beloved brand characters, including Tony
the Tiger® and Toucan Sam®, represent our
deep connections with the consumers and communities we serve.
Through our sustainable business strategy – Feeding
HappinessTM – we aim to build healthier and happier
futures for families, kids and communities. We are making a
positive impact, while creating foods that bring joy and
nourishment to consumers. For more information about WK Kellogg Co
and Feeding Happiness, visit www.wkkellogg.com
† NO PURCHASE NECESSARY. Open to age of
majority residents of Canada. Starts June 24, 2024 at 12:00 a.m. ET and ends
August 26, 2024 at 11:59 p.m.
ET. Twelve (12) prizes available, each consisting of up to
$1,000 CAD in gear (selected by
sponsor, at its sole and absolute discretion), based on gear
depicted in applicable winning entry's character. For certainty,
the total ARV of gear awarded as part of a prize shall not exceed
$1,000 CAD (regardless of the total
value of gear depicted in a winning entry). Odds depend on the
number and calibre of eligible entries. Math skill-testing question
required. Each participant that receives a valid contest entry will
also be automatically eligible to receive one (1) Vector brand
digital coupon code, while supplies last (subject to applicable
coupon terms and conditions). Limit one (1) coupon per person
and account. Full contest rules and entry details at
BecomeYourPlayer.ca.
SOURCE WK Kellogg Co