Powered by Flite & Tapestry, Kellogg's Frosted Flakes Wins the Portada Award Honoring Best-in-Class Multicultural Digital Media
14 Enero 2014 - 8:00AM
Marketwired
Powered by Flite and Tapestry, Kellogg's Frosted Flakes Wins the
Portada Award Honoring Best-in-Class Multicultural Digital Media
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."
About Flite 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.
Flite Media Inquiries Winnie Kao Flite Email Contact
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