CINNAMON TOAST CRUNCH - CHOOSE YOUR OWN ADVENTURE MUSIC VIDEO

OBSTACLE: General Mills tasked WMX with finding an innovative solution to combat tween boredom, a challenge compounded by the notoriously elusive nature of Gen Z audiences.

SOLUTION: A choose your own adventure music video featuring Cinnamon Toast Crunch, naturally

Recognizing the importance of tapping into Gen Z's core passions—music and gaming—we devised a strategy to gamify the music video experience. Collaborating with the up-and-coming pop-punk sensation Meet Me At The Altar, renowned for their resonance with Gen Z, we co-created an interactive choose-your-own adventure music video featuring their latest track "Wake Up" and the beloved cereal brand, Cinnamon Toast Crunch. As the band enjoys their breakfast, the mischievous Cinnamojis come to life, leading them on a whimsical journey through a surreal world of milk, spoons, and cinnamon squares.

Approach:

Our approach centered on seamlessly integrating the brand into the fabric of the music video, ensuring that Cinnamon Toast Crunch became an integral part of the narrative rather than a mere product placement. By leveraging the band's existing fanbase and Gen Z appeal, we aimed to organically embed the brand into the cultural zeitgeist, enhancing brand recognition and affinity among the target audience.

Strategic Execution:

Authentic Collaboration: Partnering with Meet Me At The Altar allowed us to authentically engage with Gen Z audiences through a shared passion for music and entertainment.

Immersive Storytelling: We crafted a captivating narrative that transported viewers into a fantastical world, seamlessly integrating Cinnamon Toast Crunch into the storyline while maintaining the band's artistic integrity.

Interactive Engagement: The choose-your-own adventure format empowered viewers to actively participate in the storytelling process, hacking boredom.

Outcome:

The collaboration between Meet Me At The Altar and Cinnamon Toast Crunch exceeded expectations, resonating strongly with Gen Z audiences and generating widespread buzz on social media platforms. The interactive music video garnered millions of views and shares, effectively elevating Cinnamon Toast Crunch's brand visibility and relevance among tweens. Through this innovative campaign, General Mills successfully connected with its target demographic, positioning Cinnamon Toast Crunch as more than just a breakfast cereal but as an integral part of Gen Z culture and entertainment.