Tony the Tiger hosts trivia games during NHL on Sportsnet

Who: Kellogg Canada, with Leo Burnett for strategy and creative; Tantrum for animation; and Starcom Mediavest Group for media.

What: “Gr-r-reat Tr-r-rivia,” a new campaign for Kellogg’s iconic Frosted Flakes cereal that turns ad breaks during NHL games on Sportsnet into trivia contests.

When & Where: The campaign began March 6 with TV, a special website, digital and social assets. Ads inviting viewers to play are running during 11 NHL games on Sportsnet between March 6 and April 12.

Why: Kellogg wanted to connect its famous cereal brand and iconic mascot with consumers—and specifically hockey fans—in the weeks leading into the NHL playoffs.

“We know sports fans have so much heart for Kellogg’s Frosted Flakes and Tony the Tiger. We just had to wake up that love with a program that helped them engage with us during their favourite moment…the game,”  said Emma Eriksson, Kellogg Canada’s vice-president, marketing and wellbeing. “We are giving everyone at home a way to make the game they love even more fun and at the same time, let them reconnect with Tony the Tiger.”

How: The trivia questions are presented at a special Frosted Flakes microsite, with three new questions posted for each of the 11 games. Just by playing, consumers get a chance to win the grand prize of a trip for four to the NHL finals, with each correct answer earning more chances to win.

The ads run during commercial breaks in Sportsnet’s NHL broadcasts on TV and online, showing Tony the Tiger inside the Sportsnet studio inviting viewers to play the trivia game for the chance to win. An on-screen QR code takes viewers directly to the trivia site.

“Watching hockey is already so much fun, we loved the idea of making the experience better by turning commercials into something everyone can play,” said Steve Persico, Leo Burnett’s co-chief creative officer, in the release. “Jumping on sports trivia to get everyone at home engaged was a perfect fit.”

Leo Burnett and Tantrum worked directly with Sportsnet to create the ads, so that they seem to fit naturally into the broadcast. The agency believed that a spot that opens in the Sportsnet studio, but with Tony the Tiger instead of the actual broadcasters, gives the ads extra resonance for the viewer.

“Playing trivia with an icon like Tony the Tiger, ‘live’ in the Sportsnet studio during an NHL broadcas,t is fun and exciting for fans of all ages,” said Anthony Attard, Sportsnet’s vice-president of sales. “As Canada’s home of hockey, Sportsnet is in a unique position to connect brands with the largest and most engaged audiences in the country through seamless content integrations.”

David Brown