The integrated campaign targets both the general and Hispanic markets. Its goals include partnering with the up-and-coming Hispanic/crossover music group to further engage and "cement" the brand as the #1 ready-to-eat cereal among Hispanics, while also engaging all fans to embody the brand's "spirit of cultural inclusiveness and positivity" in a single, integrated program, according to the company.
"Rather than focus on product placement opportunities in music videos, we wanted to take it a step further and create a brand anthem that relayed the spirit of Honey Bunches of Oats and rallied our fans," said Tony Shurman, VP of marketing at Post Foods. "As the brand deepens its commitment to the Hispanic community, we saw an opportunity to partner with a crossover artist and create a music video that spoke to all our Honey Bunches of Oats fans. We hope this song strikes an emotional chord and gets our fans smiling, shaking and sharing."
The music video, viewable on the brand's Bunch of Beats microsite, features Domino Saints performing and dancing to the upbeat, samba-beat-inspired brand song "Smile While You Shake It," intercut with footage of fans dancing to the song. The duo mixes Spanish lyrics into the primarily English song.
Fans are being encouraged to record their own short videos of themselves dancing to the song to enter a random-drawing sweeps offering weekly prizes (one $500 Visa gift card per week over 31 weeks, between Nov. 11, 2013 and June 15, 2014).
They can upload a video through the Bunch of Beats microsite, or through tabs on the brand's English-language Facebook page, or its Spanish-language Pensemos Positivo Facebook page. Fan-generated videos are being featured in a gallery on the microsite.
The microsite offers a brief "tutorial" from Domino Saints teaching consumers a few easy dance moves to accompany the lyrics to the signature song.
The brand is supporting the video and sweeps with national bilingual media, including digital banner and online video advertising, extensive social media engagement activities, radio buys in the general and Hispanic markets, integration at the Latin Grammys, and an activation at Z100's Jingle Ball.
Domino Saints, under contract with Universal Music Latin Entertainment, is an urban pop group from San Juan, Puerto Rico, that has developed an international following for its concerts and hit singles.