While many start out the new year with a few resolutions, it can be hard for them to stick to them, especially with the difficult times the COVID-19 pandemic has brought on, however with the launch of #ProveItDay, Kellogg's Special K and 'Dancing with the Stars' winner Kaitlyn Bristowe, hope to inspire Canadians to make long-lasting positive changes in their lives.
Although January 17th has previously been known as "Ditch New Year's Resolution Day," Kellogg's Special K decided to rebrand the day to celebrate the forming of new habits. On Prove It Day, the company rewarded shoppers by supplying them with scannable barcodes on its Special K cereal boxes. When scanned through the Prove It Day website, fans had the chance to unlock motivational prizes, ranging from a year's worth of Special K's healthy cereals, to yoga mats, exercise bikes, and fitness trackers.
Image Credit: Kellogg's
What Makes This Trend Stand Out
- Branded Resolution Campaigns
- Brands partnering with influencers or celebrities to motivate consumers into making long-lasting positive changes in their lives.
- Gamified Motivation
- Using gamification to make habit-forming activities more rewarding and therefore more likely to be sustained.
- Virtual Event Marketing
- Hosting an interactive virtual event or a campaign that engages consumers with brands and their products to communicate and deliver rewards in a fun way.
Sectors Adopting This
- Food and Beverage
- Brands partnering with influencers or celebrities to motivate consumers and promote healthy eating habits through gamification and virtual events.
- Fitness and Wellness
- Brands creating campaigns that reward consumers for healthy choices and regular exercise, through gamification and virtual events.
- Consumer Goods
- Brands using virtual events and gamification to create buzz and incentivize consumers to purchase their products and create brand loyalty.
