Cheerios asked us to come up with an engaging, fun campaign for their Honey Cheerios relaunch. We had to bear in mind restrictions on live media (twitter, facebook etc) of using children in photographs that are viral, however we wanted people to talk about us and share things online themselves.
To encourage online activity I put lots of props to encourage people to take photographs themselves and have fun, which also encouraged brand affection and loyalty. Small touches like honeypot shaped dumpbins reinforce the new honey flavour message.
The campaign was very successful, people loved the props and spent ages playing while the BAs could chat to the gatekeepers about the cereal and we got fantastic feedback from our clients.