As the popularity of online gaming grows, Kellogg’s Vector wants to take Canadians away from screens and revive their interest in sports.

The brand’s latest campaign, “Become Your Player,” encourages gamers to get off the couch and really become the characters they create for themselves in sports video games. It invites participants to share a photo of their sports game character on social networks to participate in a contest and win the same clothes, gear and look of the avatar. Basically everything except skill points.

Canadians can participate by sharing the photo on Instagram or Facebook, or uploading it to the campaign website. All participants will also receive a coupon for a free box of Vector products.

Kellogg’s is also promoting the campaign through partnerships with gamers and athletes like hockey-content influencer Andrew Telfer, also known as Nasher, and basketball content creator Adrian Soliman. They will appear in different creatives as their avatars, with Vector as the engine for that transformation. The campaign will also include a Twitch livestream promoted by Nasher that will invite Canadians to join the movement.

Kellogg’s head of marketing in Canada Jeff Chatterton tells strategy that the team aims to show viewers how professional players and influencers can demonstrate their skills in real life. He says the strategy brings together two key interests for its target consumer group in gaming and sports.

The campaign’s target audience is Canadians who enjoy playing sports and friendly competition. “This is specifically true in our bullseye target of Canadian males aged 18 to 34… we know that they’re passionate and hungry for a push to get back to the sports and activities that they love,” Chatterton adds.

The campaign is an extension of Vector’s current brand platform, which aims to fuel Canadians’ desire for an active lifestyle while marketing the brand as a source of energy when they practice sports. Kellogg’s Vector has focused on inspiring the everyday athlete for several years, which makes the campaign says a “natural fit,” Chatterton says.

The campaign follows creative from last year that saw NHL star Morgan Rielly encouraging Canadians to cancel their memberships to streaming services and get back to playing sports.

“Kellogg’s Vector is always looking for new ways to engage and inspire their target consumers to be more active, and with video game playing at an all-time high, the ‘Become Your Player’ campaign is an ideal way to bring together the target’s love of video games with the thrill of getting active,” Chatterton says.

The media plan includes social media ads and digital videos that lead to the campaign website for more details. Leo Burnett was behind the strategy and creative. Starcom handled media buying and MSL Canada was in charge of public relations.