The Roots Cereal and Milk

Kellogg’s teamed up with Indigo Productions and Edelman PR to produce a week-long, star-studded viral media event in the middle of NYC.  The goal was to remind folks about all the fundamental benefits of cereal and milk.

A massive storefront on the corner of Eighth Avenue and 49th Street in midtown Manhattan was transformed into the Kellogg’s Recharge Bar, staffed by an army of servers dishing up the entire line of Kellogg’s cereals in a variety of gourmet styles to everyone who walked through the door.

The Kellogg’s Recharge Bar wasn’t just a really cool place to get some free breakfast.  It also played host to a slew of media personnel from around the world, on hand to capture the slew of surprise celebrity guests that stopped by to entertain all the breakfast-eating patrons.

Highlights from the week included an electrifying dance performance by Derek Hough (Dancing with the Stars) and a truly unforgettable live concert by The Roots (The Tonight Show Starring Jimmy Fallon), including their own unique rendition of Kellogg’s famous “Cereal and Milk” song.

Indigo and Edelman produced 15 videos during this week-long cereal and milk extravaganza and helped Kellogg’s generate over a billion media impressions in less than seven days.

The complex live performance by The Roots required over a dozen cameras to capture and was edited and posted the same day to maximize the viral impact.


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