Watch the World Cup with unlimited Kellogg's cereal

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.