American cereal brand Kellogg's Frosted Flakes has teamed up with gamer streaming service Twitch to launch an interactive ad campaign, which sees Tony the Tiger become a virtual Youtuber.
The new campaign will consist of a full-fledged Youtube series in which Tony the Tiger will compete with Twitch players in a variety of live streamed gaming events. Tony the Tiger will match up against popular Twitch streamers such as Chrissy Costanza, ’GoldGlove’ O’Neill, and Jakeem ’BigCheese’ Johnson.
"Together with Kellogg’s Frosted Flakes, we’re producing a made-for-the-Twitch-community live experience that introduces a beloved character to well-known Twitch streamers, fosters a healthy dose of competition, and encourages viewers to interact with Tony the Tiger in real-time in Chat," said Adam Harris, global head of Twitch’s brand partnership studio.
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