Special K Prove It Day

By January 17, 84% of people have already ditched their New Year’s resolution. This year, Special K wanted to help change that by turning Ditch Your Resolution Day into Prove It Day. We wanted to help them push through with the nutrients of Special K and motivational prizes.

Mobile prototype  |  Desktop prototype

We created a social campaign that drove people to the Prove It website to help spread awareness around Ditch Your Resolution Day. We encouraged them to purchase participating boxes of Special K in order to partake in our giveaway. On January 17th, people could join the giveaway by scanning the barcode of their box of Special K and be entered to win a guaranteed prize. Upon scanning, we had a countdown full of encouraging messages until revealing what they’d won.

Every box was a guaranteed winner until all the prizes were claimed. Every prize was chosen to help them fight through the pain of January 17 and help them continue to Prove It. From free cereal to a Peloton, we wanted to ensure that every person got something to help them continue to Prove It.