COREY ANDREW K   L   O   U   T       S   W   A   G       R   E   V   I   E   W
HONEY NUT CHEERIOS MEDLEY CRUNCH O     F     F     I     C     I     A     L           C     O     M     M     E     R     C     I     A     L
WITH TALENT AND SOCIAL MEDIA “KLOUT,” INDIE ARTIST COREY ANDREW LANDS AN AD CAMPAIGN DEAL WITH HONEY NUT CHEERIOS. In a campaign between Klout, the tool that tracks the reach of social-media users, and the food giant General Mills, a group of so-called influencers with high Klout scores was invited about a year ago to try out various food products not yet on the market. The group was asked to sample them and to create social-media posts to help build a buzz about the items, which included foods like exotic test flavors of Hamburger Helper, breakfast drinks by Nestlé and, of course, new flavors of Cheerios. Blog posts on Instagram, Twitter and Facebook were the expected norm from the Klout influencers, but one of them — Corey Andrew, a Jersey City-based recording artist and columnist who first heard about Klout in 2012 and rapidly became one of its most active users — went above and beyond after receiving a sample box of the new Medley Crunch cereal by Honey Nut Cheerios, as part of General Mills’ “Must Be the Honey” tastemaker promotion. Inspired by this new cereal, Corey went into his home recording studio and created an original song with an accompanying video, which he filmed himself, called “Medley Crunch Melody.” He posted it to YouTube, and in just a few months the video received over 20,000 views and caught the attention of the marketing team at Klout Corporate, which notified General Mills of his efforts. Weeks later, Corey found himself the focus of a feature article on the Klout blog, praising his talent and ability to create compelling content that makes an impact on social media. Klout then tweeted the article to its nearly 700,000 followers, allowing more people to discover Corey’s music and for him to gain even more social-media followers. But the best was yet to come. Shortly later, Corey was contacted by General Mills through representatives at United Entertainment Group in New York and was offered the opportunity to have his song and video used as the focal point of an official digital advertising campaign for Cheerios. The deal was finalized in early April, and the campaign kicked off on the Cheerios YouTube channel on April 11. Placements on Spotify, Pandora, Hulu Plus and are to follow soon, and television and radio campaigns are being considered. Fascinated by all that's transpired, Corey expresses, “It feels like I’ve won the golden ticket of digital marketing because indie artists dream of opportunities like this. It blows my mind to know that through being active on social media, I’ve landed a creative partnership with one of the most iconic food brands in the world. This could have never happened without Klout, and it definitely could not have happened without the revolutionary business practice of major brands looking to connect directly with web based tastemakers and influencers. It's awesome!"
Influencer Disclosure: I was given a free product or sample from this brand because I am a Klout influencer.  I am under no obligation to receive the sample or promote/write about this company or its affiliates.  I get no additional benefits for talking about the product or company.  The opinions expressed here are solely the opinions of Corey Andrew and do not represent the views of the brand or company.