Brand: Kellogg’s Cheez-It / Paramount
Agency: Brigandi + Associates
Live: April 8, 2009

Description:

Kellogg’s Cheez-It and Paramount teamed together to promote the upcoming moving Star Trek by allowing fans to become Captain Kirk, an Officer, a Vulcan, or a Romulan, add a message and share their new creation with their friends.

Highlights:

• More than 1.9 million user interactions, including 900k users of the application itself and 1 million interactions with posted content.
• 37% of application users uploaded a photo to personalize their creation.
• The average session length for these users’ sessions was 5:47 minutes, a significant amount of time for a user?generated campaign (average session lengths are usually 2?3 minutes).
• 46 percent of all application users came to the application from a viral source, whether it was an email, a posted creation, or a grabbed and shared URL.
• 11,000+ versions of the application have been grabbed as widgets and installed on social network profiles, blogs, and content aggregators across the web.