Nike / PEBBLES
My Role
Creative Direction
Design
Overview
How do you introduce a new audience to one of breakfast’s favorite cereals through a once-in-a-lifetime collaboration?
Through our deep dive into the “Sneakerhead” ecosystem — from leaks to drops to influencers and unboxing — we witnessed similarities between sneaker and cereal fandom. By co-oping new fan behaviors and hunger, we could unlock a new audience for PEBBLES while amplifying current brand affinity. To bring the “Sneakerhead” culture to the PEBBLES breakfast table, We needed to immerse these fans in a digital PEBBLES experience. We would offer these life-long sneaker devotees the tools to express their dedication while introducing this new, highly-engaged audience of Nike collectors to Bedrock’s unique brand of color and fun.
Dawn of the #PEBBLEShead
Dawn of the #PEBBLEShead
Before the limited edition sneakers and corresponding color-changing cereal hit store shelves, we teased upcoming announcements on PEBBLES’ social channels, igniting a rallying cry. Once announced, we scheduled a continuous drumbeat of initiatives surrounding National Cereal Day to keep fans on their toes and highly engaged.
Coordinated with Lebron (who sported the shoes on court), Nike and influencers to share the partnership news in exciting ways across digital platforms.
Offered a chance for everyone to get their hands on the iconic shoe through on-cereal box sweepstakes.
Seeded partnership coverage in HYPEBEAST, Complex, Uncrate and many more.
Hid a virtual magic PEBBLES box on Nike and Post’s Twitter feeds which — when captured using the SNKRS cam (our exclusive shoe retail partner) — became a key for early access to the shoe.
Integrated a virtual version of the 19 Low into NIKELAND on ROBLOX
TikTok Turned Heads — #PEBBLESheads
To culminate the campaign, we virtually transformed PEBBLES followers into PEBBLESheads through a paid branded effect on TikTok. Once users arrived at theBedrock hoop on TikTok, they shuffled through filters that transformed them into their favorite Flintstones characters, all while bopping along to banger tracks custom made for each character experience. The simple interface showcased the brand’s childlike fun and excitement, highlighting the cereal’s color changing aspect and allowing users to choose the character that fit them best to share with #PEBBLEShead.
By partnering with Sneakerhead influencers and content creators like @gabby_murray, @mahoganylox & @makeupbypita, as well as cereal influencers (yes, those do exist) to show fans how to do it themselves, we amplified engagement and increased the brand’s reach.
