My favorite movie watched over break? The Pop Tart Bowl.
It was the most well-orchestrated combination of brand voice and activations I've seen in a long time. And I can't be the only one -- 8.7 million people tuned in. It was the most watched branded bowl game of the season.
The brand voice? Slightly unhinged. Like a 12-year-old on a sugar high. And with six mascots (aka Pop Tarts) on the field, the voice was consistent and magnified for many to see and interact with.
The activations? Not just relegated to the opening ceremony or half time. TV cameras couldn't capture everything or else they wouldn't have shown a minute of the game. Pop Tarts ripping foil off themselves like WWE wrestlers. Grilling Pop Tarts on the sidelines. The protein Pop Tart curling a barbell with toasters as weights. Jumping on the exercise bike.
And what about the merch? SPRINKLES QUARTER ZIPS?
And what about the announcers and the teams? BYU's coach was all in. The announcers couldn't stop referencing what was happening.
Guys, I love this so much, I WANT TO BE A POP TART NEXT YEAR. Brand creates the emotional connection between humans and products. Marketing's job is to activate it.
Hats off to the Kellanova team who dreamed up and executed this.
