CMW has created Krave Krusader, a 2D side-scrolling platform game as a mobile app for both iPhone and Android, Kellogg’s first mobile gaming app in the UK.

The game first launched in early June on Facebook www.facebook.com/kravekrusader to promote Krave, Kellogg’s chocolate cereal targeted at young adults.

As well as all the existing Krave Krusader game elements, the mobile Facebook app will feature a chocolate hunt, a virtual game challenging players to search for and collect chocolate chunks located in their immediate surroundings as they are out and about.

By checking into these locations online, players can capture the chocolate and add them to their Facebook account to earn achievements and rewards to progress to further levels of the game.

The locations of leading multiples will be built into the game and independent retailers may also be included at a later date.

The mobile game will be promoted on-pack and a QR code will allow iPhone and Android users to download the game directly to their phones.

Kellogg’s Krave will also have a presence at a series of summer festivals. Festival-goers who visit the Kellogg’s “Tunes and Spoons” area can get a discounted breakfast when they check in using their mobile phones.

This ‘social’ game has been designed to engage and involve Krave’s core audience with the brand and to bring to life the core ad concept underpinning Krave – the character’s relentless pursuit of chocolate.

The leaderboards, real-time team play and challenges between friends have been designed to engage the young adult audience and ‘social’ elements encourage easy sharing to social networks.

CMW partnered with Unit9 who are a specialist digital production company.