Team Whistle, the global sports and entertainment media company partnered with Cinnamon Toast Crunch for a Whistle cross platform campaign for a new season of their flagship ‘No Days Off’ and companion ‘Days Off’ series focused on latinx tween athletes.’ ‘No Days Off’ is an original series that profiles athletes as they train with their support systems to be the best in their respective sports, while ‘Days Off’ sees athletes and entertainers as they take a day of rest and enjoy activities outside of their sports. Companion series “Days Off,” sees the same group of tween athletes on their day off hacking boredom with fun summer activities. Along the way Gen Z athletes surprise celebrity visits from actress Isabella Merced, social media personality Tessa Brooks and social personality Deestroying.
With the limitations caused by the pandemic, Cinnamon Toast Crunch wanted to connect with latinx youth in a fun and engaging way to let them know they are there for them. The brand partnered with Whistle after research found that 81 percent of Whistle LatinX Fans fans think Cinnamon Toast Crunch is a brand that is part of tween and teen culture that supports them living their most epic lives. This new season served as a reflection of the times by highlighting tween athletes who were finally able to work out with teammates and see friends safely after a year of mandatory at-home training sessions in solitude. Our O&O audience just hit 1 BILLION views this year so far across our O&O social handles.
After a recent survey, Team Whistle was able to ascertain that having watched the video, 92% of Whistle LatinX Fans had a favorable view of Cinnamon Toast Crunch. Additionally, 45% Whistle LatinX Fans would recommend Cinnamon Toast Crunch to friends/family, and having watched the video, 97% of Whistle LatinX Fans would recommend the brand to friends and family. The branded series has garnered 16,144,173 impressions, 7,045,970 views and 156,077 for engagement and saw a 22.09% Increase in watch time. The series resonated with young audiences transitioning from at home workouts to slowly returning together.
