Krave Krusader
- Brand
- Krave
- Year
- 2011
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Runner
- Platform
- Web
- Agency
- CMW London
- With
- UNIT9
Objective
Kellogg's sought to drive engagement and expand its Krave brand presence among young adults (16–25) through social and mobile gaming. The campaign aimed to recruit new Facebook fans, provide branded entertainment content, and establish Krave as a player in mobile gaming—part of a broader 2011 product launch supported by £1.6 million in media spend across television, cinema, and digital channels.
Solution
A two-phase campaign combining a Facebook-based auction mechanic (where players earned virtual currency through online tasks) with Krave Krusader, a side-scrolling endless-runner game. Players controlled a Krave character collecting chocolate targets while navigating obstacles and gaps. The game featured eight unlockable outfits with special abilities, five mini-game variants (Sneaking, Danger Roll, Balloon, Swing It), leaderboards with prize rewards, and a location-based mobile component using Google Maps to alert players to virtual chocolate in their physical surroundings. Promotional tie-ins included on-pack codes that unlocked in-game bonuses. Built in Unity, the game launched on Facebook (June 2011) and iOS/Android platforms (July 2011), with on-ground activation at five UK summer festivals including Bestival and V Festival.
Results
Krave Krusader earned an FWA Mobile of the Day award in October 2011.
