Each Monday between April 21 and May 26, Honeycomb’s Instagram page, @HoneycombCereal, will announce a new challenge.
Fans can enter by uploading their photos or videos using #HoneycombShine. Weekly prizewinners will be randomly chosen; prizes include headphones, speakers, a guitar signed by Latimore and other items. Weekly entrants are also entered in the drawing for the grand prize: a trip to attend one of Latimore's summer concerts, including a meet-and-greet with the celebrity.
Teens and tweens are being encouraged to get together with their friends to showcase their music, dance and fashion talents in their challenge submissions.
"Insights show that Instagram has now surpassed both Twitter and Facebook to become tweens' and teens' preferred social network," Honeycomb senior brand manager Susan Fruzzetti-Reich noted to Mobile Marketer, adding that their frequent daily activities on Instagram are, not surprisingly, mostly on mobile phones and devices.
Honeycomb's Instagram page -- which was launched in January, and has so far been used for posting content like photos of artwork and memes about the cereal -- is currently showing 1,800-plus followers. The brand's Facebook page (which is heavily promoting the Instagram "Shine On" campaign) currently shows about 62,600 "likes." (Honeycomb appears to have no Twitter account.)
By releasing the "Shine On" challenges over several weeks, Honeycomb hopes to get young Millennials in the habit of engaging with the brand -- although, as Mobile Marketer points out, long-term engagement with this fickle demographic continues to be a challenge for marketers.
Latimore is also engaging with HoneyComb fans via social media, and will do Honeycomb-sponsored meet-and-greets during his Houston, Atlanta and New York City summer tour stops.