Even though the US Men's Soccer team didn't make the World Cup, the global tournament in general tends to draw soccer enthusiasts and non-enthusiasts together to watch the action. This year, the tournament is in Russia, which means very early morning game times for US viewers.
Kellogg's has a cereal bar in NYC that it's using to host World Cup watch parties, where viewers can come together and watch the games in the mornings. Viewers can reserve a spot at the parties through Eventbrite for $20, which is inclusive of unlimited access to the cereal bar, coffee, juice, and other goodies.
Kellogg's executed a similar experience for the Royal Wedding last month, and it's a great way to use a branded space for specialized activations that support groups of consumers with similar and specific interests.
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