Content-Driven Advertising Campaign Focusing on Hispanic Market Wins Prestigious "Top Hispanic Digital Advertising Campaign and Execution" Award
SAN FRANCISCO, CA—(Marketwired - Jan 14, 2014) — Flite, the multi-screen advertising company, and Tapestry today announced that Starcom MediaVest Group client Kellogg Company has won the prestigious Portada Award for "Top Hispanic Digital Advertising Campaign and Execution" at the seventh Annual Hispanic Advertising and Media Conference.
Portada's Hispanic Advertising and Media Awards honor excellence and professionalism in advertising campaigns and media properties. This year, the organization received close to a hundred nominations for nine award categories, with Portada's editorial team ensuring that each nomination met or exceeded award criteria.
The Kellogg's Frosted Flakes campaign, first implemented in June 2013, was part of a five-month effort leveraging real-time marketing, fresh content, and interactive functionality to target Spanish-speaking customers as the world's leading cereal company continued to recognize the importance of the rapidly growing Hispanic audience.
The campaign included three different versions of both Spanish and English language creatives across multiple ad sizes for desktop and mobile. The ad units were updated throughout the campaign, using Flite agile marketing technology to showcase fresh news and apply real-time insights to display ads. The brand featured landing page content directly in ad units all over the web, resulting in a 10% engagement rate and 6-7x the consumption via owned media alone.
"Flite offered us a unique opportunity to seamlessly drive scale of our branded content," said Andrew Lorden, Associate Brand Manager at Frosted Flakes. "With this technology, we can continue to amplify our programs across screens and deepen our relationships with Hispanic consumers."
"Our work has shown the benefits of publishing content directly into display in order to deliver scaled experiences," said Lindsay Lichtenberg, VP of Publishing Platform and Partnerships at Starcom MediaVest Group. "It is crucial to use cutting-edge technology which enables brands to do this with agility, and the Frosted Flakes work illustrates the power of doing so."
"We are honored to partner with some of the world's top brands, such as Kellogg's Frosted Flakes, to realize the potential for publishing real-time content and brand stories for our clients," said Will Price, CEO of Flite. "The Kellogg's Frosted Flakes campaign is an example of how relevant, contextual, and user-centric advertising is key in today's advertising environment."
About Kellogg Company
At Kellogg Company (NYSE: K), we are driven to enrich and delight the world through foods and brands that matter. With 2012 sales of $14.2 billion, Kellogg is the world's leading cereal company; second largest producer of cookies, crackers and savory snacks; and a leading North American frozen foods company. Every day, our well-loved brands nourish families so they can flourish and thrive. These brands include Kellogg's®, Keebler®, Special K®, Pringles®, Frosted Flakes®, Pop-Tarts®, Corn Flakes®, Rice Krispies®, Kashi®, Cheez-It®, Eggo®, Coco Pops®, Mini-Wheats®, and many more. Because we believe in the power of breakfast, we focus our philanthropic efforts global hunger relief through our Breakfasts for Better Days™ initiative, providing 1 billion servings of cereal and snacks -- more than half of which are breakfasts -- to children and families in need by the end of 2016. To learn more about our responsible business leadership, foods that delight and how we strive to make a difference in our communities around the world, visit www.kelloggcompany.com.
About Starcom MediaVest Group
Starcom MediaVest Group is the Human Experience Company. We believe experiences matter. They enhance lives and build brands. We bring brand experiences to life through SMG's three global agency brands: MediaVest, Starcom, and Spark. Ranked one of the largest brand communications groups in the world, Starcom MediaVest Group (www.smvgroup.com) encompasses an integrated network of human experience strategists, investment specialists, content creators and digital experts. With nearly 6,500 employees in 110 offices worldwide, SMG partners with the world's leading companies including The Coca-Cola Company, Kraft Foods, P&G, Samsung, Walmart, among others. In 2010, Adweek named SMG "Media Agency of the Decade."
Flite is the leader in multi-screen advertising, delivering ad innovation at scale to the world's top publishers and brands. Marketers use the self-service Flite Platform to reduce the complexity and cost of delivering differentiated ad products that engage their audiences. The Flite Platform serves, updates, and measures advertising in real-time and integrates web applications directly into online ad units fueling digital advertising innovation at scale. Flite enables marketers to be agile, and respond immediately to real-time performance metrics and daily events by updating their paid media creatives with relevant content and functionality. Based in San Francisco with offices in New York City and Chicago, Flite is backed by Sequoia Capital, General Catalyst Venture Partners, Hummer Winblad Venture Partners, NCD Investors, Harrison Metal, Condé Nast, and Iris Capital. For more information, please visit www.flite.com or follow us on Twitter: @flite.