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Project:
Eggo Stack-Up
for Charity Challenge
Client:
Kellogg's, Porter Novelli Public Relations
Overview:
Kellogg's needed to get the word out
that there were now more Eggo waffles
in every box. In addition, they pledged
to support several local charities.
Production Plan:
Eventage developed a fast-paced obstacle
course for the four teams competing
(each team representing a charity).
At the center of the Eggo Arena in
Grand Central Terminal's Vanderbilt
Hall was a custom built, 8' tall giant
toaster which shot out 4' foam waffles.
In order to win the competition, contestants
had to catch giant waffles as they
flew from the toaster, eat real Eggo
waffles and create sculptures using
Eggo waffles and other treats.
Eventage
rounded out the set by creating four
10' tall Eggo boxes as well as a New
York City skyline made from over 2,000
mini Eggo waffles. Referees in uniform
watched over the proceedings as crowds
cheered each team on.
Results:
The event
drew a huge crowd in Vanderbilt Hall
and garnered extensive press coverage
including more than 6 million print
impressions and 3 million broadcast
impressions. The event also raised
$40,000 for various charities.
Client
Feedback:
"Kudos
to you for creating what was a fantastic
event, for both Kellogg's and the
entire PN team. It was such a pleasure
to work with you and we look forward
to many more future collaborations."
Maria Poulos,
Senior Account Executive, Porter Novelli.
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