Kellogg's Frosted Flakes is collaborating with Twitch's brand partnership studio in an effort to connect with new audiences.
As part of the new partnership, Kellogg’s mascot Tony the Tiger will become an interactive virtual YouTuber, or VTuber. The first show will air on Friday, August 19, from 5-7 pm ET at twitch.tv/TonyTheTiger as Tony the Tiger takes on well-known streamers and competes on Twitch.
Tony will go live with well-known Twitch streamers Brennon “GoldGlove” O'Neill, Chrissy Costanza (chrissyofficial) and Jakeem “BigCheese” Johnson on the animated character's new Twitch channel, twitch.tv/TonyTheTiger, playing a popular battle royale game.
“This innovative concept taps into the growing popularity of VTubing on Twitch, where we saw VTubing content increase 467% year-over-year last year,” explained Adam Harris, global head of Twitch's brand partnership studio. “Together with Kellogg's Frosted Flakes, we're producing a made-for-the-Twitch community live experience that introduces a beloved character to well-known Twitch streamers, fosters a healthy dose of competition, and encourages viewers to interact with Tony the Tiger in real-time in Chat.”
During the two-hour livestream, fans can join in by participating in Kellogg's Frosted Flakes-fueled polls and chiming in on the live chat feature. Tony will also unveil his custom Kellogg's Frosted Flakes gaming rig, complete with a milk-coolant PC.
Sadie Garcia, director of brand marketing at Kellogg All Family Cereal said: “Twitch is a growing service with more than 31 million average daily visitors, giving Tony and Kellogg's Frosted Flakes a chance to connect with new audiences and engage unlike we've ever done before with a fun and innovative gaming experience.”