Post x Nike
ASSIGNMENT
How do you introduce a new audience to a classic cereal? Partnering with Post, we built a collaboration that transformed their established brand identity into something new.
When you’re working with Fruity Pebbles, Flintstones, Nike and LeBron — it’s a hell of a place to start. When it’s for a shoe and cereal that both magically change colors, it almost feels like cheating.
From leaks to drops to influencers and unboxing, the similarities between sneaker and cereal fandom are surprising. But if you want to bring the culture to the breakfast table, you need to immerse fans in an experience that hits all the right notes. So we offered sneaker devotees the tools to express their dedication while introducing them to Bedrock’s unique brand of color and fun.
Integrated a virtual version of the 19 Low into NIKELAND on ROBLOX
7M
TikToks with
branded effect
Before the Magic Fruity Pebbles and Nike LeBron 19 Low hit shelves, we teased announcements on Pebbles’ social. Then we scheduled a drumbeat of initiatives around National Cereal Day to keep fans on their toes.
Coordinated with Lebron (who sported the shoes on court), Nike and influencers to share the partnership across platforms.
Offered a chance for everyone to get the shoe via cereal box sweepstakes.
Seeded partnership coverage in Hypebeast, Complex, Uncrate and many more.
Hid a virtual Magic Pebbles box on Nike’s and Post’s Twitter feeds which, when captured on Snkrs Cam, became the key for early access.
+1B
media and social impressions
6 Minute
sellout of the Pebbles
x Nike 19 low
TikTok Turned Sneakerheads
into #PEBBLESheads
So everyone could join in the fun, we created a paid branded effect. Once users arrived at the Bedrock hoop, they were transformed into their favorite Flintstones characters - bopping along to each character’s custom track.