Krave Krusader
- Brand
- Krave
- Year
- 2011
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Arcade & Action
- Platform
- App
- Agency
- CMW London
- With
- UNIT9
Objective
Kellogg's was pitching Krave as a cereal for young adults and wanted to keep that audience engaged on the brand's own Facebook page rather than through advertising, deepening the connection built by an earlier TV, cinema and online push. The mobile build let Kellogg's make its first move into mobile gaming and tie the game to in-store visits.
Solution
Players run a Krave cereal piece dressed as a superhero through a side-scrolling world, tapping to jump gaps and smash obstacles while grabbing Choc Chunks and power-ups along the way. Stars earned from runs unlock eight costumes, each built from three parts and each granting its own power, while badges and a weekly leaderboard let players challenge friends. Beyond the main run there are five standalone mini-games — dodging spotlights, jumping platforms as a marshmallow burns behind you, floating on a balloon, and swinging on a pendulum. On mobile, a Pursuit Map sends players hunting for chocolate at real locations, checking in at shops and events, while an Unlock tab redeems codes printed inside Krave packs.
- 1
Before the game itself launches, players earn virtual chocolate pieces on a Facebook auction portal, Krave Choc Exchange, by taking brand-related actions such as posting a photo or updating their status, then bid those pieces on prizes like festival tickets and iTunes vouchers.
- 2
Players open Krave Krusader on the brand's Facebook page and must confirm they are 17 or older before the game unlocks.
- 3
In the core mode, The Krusade, a costumed Krave character runs automatically left to right while players collect Choc Chunks and score, dashing through obstacles and jumping gaps.
- 4
Power-ups and add-ons appear along the run, temporarily altering the character's abilities and varying each replay.
- 5
Each run ends with badges awarded based on the session's results and the player's play style.
- 6
Scores feed into leaderboards ranked by chocolate collected, and players can challenge friends and compete for weekly prizes.
- 7
Stars earned in play unlock costume customization: eight costumes, each built from three separately purchasable parts, and a completed costume grants a special ability, such as freezing chocolate for easier eating.
- 8
Four side mini-games offer alternate challenges: Sneaking has players eat chocolate while dodging spotlights before a visibility meter fills, Danger Roll has them jump between platforms to grab chocolate before time runs out or a flaming marshmallow ends the round, Balloon has them hold a button to inflate a balloon and rise or release it to float down through randomly generated levels, and Swing It has them time a release from a pendulum hook to swing forward.
- 9
From July–August 2011, players can download a companion iPhone/Android app, including via a QR code on the cereal box, and use its Pursuit Map to locate Choc Chunks placed at real-world spots such as supermarkets, checking in there to capture chocolate for bonus score, achievements, and rewards.
- 10
Players who buy a specially marked pack of Krave find a bonus code inside, enter it under the app's Unlock tab, and receive extra points or costume stars.
