Kellogg's asked us to leverage it's partnership with Zumba Fitness to extend their reach in the Hispanic market with a mobile fitness campaign. We partnered with Kellogg's AORs to create a custom 18-wheeler truck featuring a performance stage and sampling distribution center. Leading up to the tour regional marketing campaigns were executed on packages, microsites, and television. Local reach was achieved by visits to schools where brand ambassador distributed Zumba premiums, Kellogg's coupons and invitations for children and parents to attend the live and in-store events.
Over seven weeks the "Zumbando con Kellogg's" tour visited grocery stores and middle schools in more than 30 Hispanic communities. At the live parking-lot events Zumba king Alberto "Beto" Perez engaged the crowd from the 18-wheeler's pop-out stage by leading them through a Zumba fitness program. Free Kellogg's product and premiums were distributed to consumers who participated in the fitness program. At the in-store level multiple Kellogg's sampling stations were set up adjacent to a stage where fitness instructors ran through Zumba routines. Shoppers were also able to get a free Zumba DVD if they bought four Kellogg’s or Keebler products and brought the receipt to the truck’s redemption center.
The tour was a resounding success that helped Kellogg's Special K brand rise from a 96 Hispanic Consumer Index to 198. Kellogg's also extended the partnership with Zumba Fitness for future promotional programs in the US, Mexico and Venezuela.