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The activation, conceived by Everybody Engage, was the result of a competition organised by the radio station and Kellogg’s where listeners phoned in and thought of various words beginning with the letters 'r' and 'k' that DJ Neil Fox asked them. Winners of the challenge were then invited to attend an 'imagination breakfast' at Ripley’s Believe It or Not!
Steven Moffett, Everybody Engage's managing director, told Event: "We were tasked with creating a live activation based around Rice Krispies' new 'imagination' positioning, including the strapline 'imagine that'."
Everybody Engage created the event, which was split into two parts and revolved around the plot of an eccentric characted called Professor Krispies, who was trying to find out what gives Rice Krispies its ‘snap, crackle and pop’ sound.
The professor introduced himself in the 'Rice Krispies Emporium' to competition-winning youngsters and their parents while he served their breakfast with a big spoon from a giant, branded bowl, provided by Theme Traders, in the first half the day.
The families then moved upstairs into the ‘Rice Krispies Imaginarium’, where participants were asked to take part in various activities, presented by Professor Krispies' assistants in big boxes. This included a suitcase, which contained props and items to help children create stories, a mixture making box, which had the ingredients for families to make Rice Krispies treats, and a separate box containing further ingredients to decorate the treats with.
The day was rounded off with all families being presented a prize of an instant camera so that they could take pictures of themselves with the brand's characters, as well as DJ Fox. Attendees also had the chance to go on a tour of Ripley's Believe It or Not!
Ashleigh Diamond, creative solutions project manager at Magic FM, said: "We’ve worked with Everybody Engage before. Their ingenuity and attention to detail drew us straight back for this project and again it went beyond our wildest expectations. The ideas, the execution and the attention to detail were truly outstanding."
Sarah O’Brien, European brand manager for Kellogg’s, added: "Everybody Engage really understood what would get the kids, and adults, excited, as well as staying absolutely true to the Rice Krispies brand credentials and messaging."
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