5 Questions for You About The Nutri-Grain Munch’ems Campaign

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Have you seen the TV commercials (remember those?) for Kellogg’s Nutri-Grain Munch’ems? You know, the ones with the David Blaine “street magic” parodies?
The commercials all end off with a HUGE call to action to get viewers to go to munchemsmagic.ca
Munch'em Magic
The site is a natural extension of the main premise of the commercials and uses some pretty heavy Flash animation.
I’d be interested in thoughts on the site from agency folks, Flash designers, and everyone else. Consider this *your very own “five questions”:http://www.onedegree.ca/category/five-questions interview* dear One Degree reader:
# Was the web site part of the campaign from the start or added on later?
# Any technical elements of the site you think worked particularly well?
# I don’t see any overt attempts at viral marketing, how might you have made this more viral?
# How come the commercials aren’t up on YouTube? If you’d put them there I’d have embedded one of them up at the top of this post.
# Will you try Nutri-Grain Munch’ems?
Answer one, some or all in the comments below…

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4 thoughts on “5 Questions for You About The Nutri-Grain Munch’ems Campaign

  1. Patrick Ouellette

    Sorry Ken,
    Although, I did ask myself these five questions, my comment does not answer them. After looking at the English flash website I was curious to look at the French version, since that is my first language. Only to find out that nothing was happening when I clicked on the smaller Munch’ems box with the link “Français”. Since there was not even a mention that the French version was not available yet, I figured that the link was not correct. So I looked on the micro-site homepage to see a “contact us” link to alert Kellogg that there was an error on their site, but did not find any. I decided to go directly to the mother ship site to find a contact page. The page was so “Unuser” friendly that I decided not to contact them. But that Munch’ems craving lead me back to the micro-site, I entered the English version to try and figure out what could be the link of the French version. That when I saw this vision, a “French” link at the bottom of the page next to the “Privacy Statement” link in font size 8. It seems that Steven Ridley did some magic trick because that link was not present on the homepage.
    So, for all of you who where craving for some Munch’ems and can understand French, here is the link. You can hear the French translation just after you hear the magician talking in English, just like in the commercial, it is really neat. I hope this HUGE call to action does not lead to many people to the micro-site after viewing the French commercial, because they will be disappointed. If someone wants to complete the challenge of using the Kellogg Contact page and tell them the French link is not working probably, please do so.
    I did this exercise five days ago when I first read this topic and the link is still not working on the homepage, I guess testing links on a website is not part of the Kellogg release process. Maybe the entire budget was spent on Flash designers, because the English version of the site is quite nice.

  2. Justin

    Hi guys,
    I love this site and I love the commercials, great payoff from TV to web.
    I’m not seeing the same problem with the French link. It seems to be working for me. I checked out the French site and you’re right, it is pretty funny.
    Thanks,
    Justin

  3. Patrick Ouellette

    Hi Justin,
    you are right, they corrected the French link. Maybe they realized the French section was not getting any traffic at all.
    Regards,
    Patrick

  4. Ben Weeks

    Was the web site part of the campaign from the start or added on later?
    From the start. Well done. But the humor is less well executed.
    Any technical elements of the site you think worked particularly well?
    Great integration of video and some fun unexpected little surprises like the pigeon’s random comment about food.
    I don’t see any overt attempts at viral marketing, how might you have made this more viral?
    In line outside in line for MTV Live.
    How come the commercials aren’t up on YouTube?
    Good question. I found this site googling for them so i could show my friends. We’ve been fans of the nutragrain “I feel great” campaign for years.
    http://www.ebaumsworld.com/nutrigrainad.html
    If you’d put them there I’d have embedded one of them up at the top of this post.
    Exactly.
    Will you try Nutri-Grain Munch’ems?
    I did in the aforementioned MTV Line. I appreciated them because I was starving. They seemed more like large bits of breakfast cereal. I wouldn’t buy them as well marketed as they are. Maybe that’ll change after seeing the commercial a few times.. Shrug..

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