Cheez-It rewards binge-watching in a promotion with Amazon Prime
Bingeing is finally paying off.
Cheez-It is offering $5 Amazon credits to fans who sign up for a program and then watch certain programming each month on Amazon Prime.
Cheez-It Snap’d & Stream, as the deal is called, offers the snack brand a unique way to get the attention of consumers who may bypass snack aisles in grocery stores and are paying less attention to commercials on tv.
Cheez-It Snap’d is a bagged variety of the crackers introduced in 2019 that is thinner than the traditional variety. The product has been selling well, especially as some people have more time to binge on snacks and shows while spending more time at home during the coronavirus pandemic. And yes, it has advertised on tv for a few months. Now, it's getting some special treatment on Amazon.
To get the $5 Amazon credit, people must enroll monthly in Snap’d & Stream with their Amazon account. After viewing a specified amount of Prime Video content tied to the monthly theme, a $5 credit will appear that can be used to buy select Cheez-It Snap’d and Cheez-It products on Amazon. Each month, the first 1,000 users that complete the challenge will also get $5 additional Prime credits on top of the Cheez-it credit, the Kellogg Co. brand said. In June, people are being asked to watch 15 hours of programming around the theme “Leading Men of Television."
Snap’d & Stream definitely appears to be the first streaming rewards offer from a food marketer. But Cheez-It isn’t the first snack brand to promote itself with a streaming service. Earlier this year Ben & Jerry’s introduced its Netflix & Chilll’d flavor, which features the streaming service’s brand on the pints. The ice cream maker has since added two flavors that promote Netflix shows, “Chip Happens” for the baking competition “Nailed It!” and “Boots on the Moooo’n” for the new Steve Carell series “Space Force.”
Kellogg’s Cheez-It brand worked with Leo Burnett, Starcom and Weber Shandwick on the project.