We escalated existing elements including the first ESPN kids’ sports reporter, Little League Baseball World Series vignettes, Award Shorts videos to celebrate kids who embody EYS, but also developed new elements to bring kids together across the country.For ESPN’s ESPY Awards, people voted online for the kid best representing EYS’ philosophy. Our winner was flown to the show and awarded the inaugural Frosted Flakes Youth Achievement Award at the first-ever ESPYs Breakfast. An event recap anchored by our reporter aired during the show’s broadcast recognized our winner.Additionally, we created the Chant Across America online program to film kids across the country singing Frosted Flakes’ “Mighty Tigers” chant. Videos lived on ESPN.com on an interactive map, satisfying kids’ expectations for robust, engaging experiences online.Recently our online hub gained prominence by featuring NFL video and exclusive custom video vignettes and stories from a full-time ESPN writer.

Through 2008, Frosted Flakes franchise penetration has spread to nearly 3 million households with kids, translating into $5 million in sales. Purchase intent increased 22% after exposure, while kid request for the cereal increased 22%. Consumers responded with a 108% increase in EYS awareness and a 32% increase in the perception that Frosted Flakes “can help me be my best at sports.” Kids spent more time on our hub than anywhere else on ESPN.com and Award Short completion rates were 51% – 61% higher than our internal benchmark. Frosted Flakes has even replicated the EYS program in Canada.