The great thing about this campaign is the fact it isn't just another example of a brand desperately jumping on the social media bandwagon. Instead, Kellogg's have taken the time to understand what YouTube viewers look for in videos. They haven't reduced the value of content, nor have they compromised the 'coolness' of the YouTubers. This is always the danger when introducing a corporate entity into social media. Kellogg's took a risk with this one, giving a lot of freedom to YouTubers, they could essentially do what they liked with the challenges. However, it was this freedom that maintained the authenticity of the videos.
danisnotonfire
Dan's video has achieved over 700,000 views. The popular YouTuber has over 2,000,000 subscribers to his channel.
Granted, these videos might not be for everyone, but usually grossing over 500,000 views, whether you're a YouTube fan or not, this campaign highlights the potential value of the site as a marketing tool. Established YouTubers provide a serious What is key is not simply communicating a brand message but offering something
