Kellogg's Vector Is Turning Video Game Athletes into Real Ones

As the popularity of online gaming skyrockets, more and more Canadians are spending their time playing virtual sports instead of playing real ones. Kellogg's® Vector®, a brand that’s all about fueling real sports, is doing something about it. 

The brand is introducing Become Your Player – a campaign that invites gamers to share a photo of their online sports video game characters for the chance to become them in the real world. They could win the same clothes, the same gear and the same looks that they’ve kitted their characters out with. Basically everything but the skill points. Every entry will even get a free box of Vector® to give Canadians the energy they need to put down their controllers and reignite their passion with physical play. 

Kellogg's® Vector® brand is encouraging Canadians to embody their sports video game characters to play sports in real life with its Become Your Player campaign.

"Playing sports video games is entertaining but at Vector® we know nothing can quite replace what it feels like to do those things in real life. Whether it's scoring goals, hitting a triple or hitting a step-back jumper,” said Jeff Chatterton, head of marketing Canada, WK Kellogg Co. "With Become Your Player, we want to remind everyday athletes of that feeling, giving them a chance to win everything they need to embody their video game athletes to play the sports they love, for real!”

To launch Become Your Player, Kellogg’s® Vector® brand has teamed up with notable gamers and athletes like Andrew Telfer, aka Nasher, a hockey player, YouTuber and Twitch creator. After discovering a passion for playing hockey online, he now enjoys the sport in real life, striking a balance between online and real-world action. This summer, Nasher is inspiring Canadians to get off the couch and embrace their sports video game character in real life. 

As a part of the Become Your Player campaign, Nasher along with key Canadian influencers including Jahmeek Murray a trainer and firefighter, Adrian Soliman a basketball gamer, player and commentator and Hope Agbolosoo a gamer and fitness coach will become the real-life version of their in-game avatars, with Vector® powering this transformation in its latest ad. The campaign will also include a promoted Twitch Livestream by Nasher further inviting Canadians to join the movement.   

“The people we’re talking to are obviously sports fans already,” said Kohl Forsberg, ECD at Leo Burnett. “So it just felt like a seamless transition to tap into that fandom to get them in the game for real. It’s not about replacing video games, but to use them as a jumping off point for real activity.”

To enter the Become Your Player contest, Canadians are invited to share a picture of their created sports video game character on Instagram or Facebook tagging @Vector OR by uploading a picture of their online character at BecomeYourPlayer.ca. All entrants will receive a coupon for a free box of Vector® product and a chance to win the gear depicted on their create-a-player up to a max value of $1000 CAD.

The Vector® Become Your Player campaign comes as an extension of the brand's ongoing platform to fuel Canadians' passion for an active lifestyle. Running online now, with social and digital video ads driving to the website for more details, strategy and creative for the campaign were led by Leo Burnett Toronto, media buying by Starcom and PR communications by MSL Canada.