The Ongoing phase begins by asking the audience to participate. They post their midnight badge, their mascot cereal of choice, and a timestamp of the ritual.
Each vote counts toward their mascot advancing on the leaderboard.
The leaderboard is a story unfolding over time rather than a static chart. The audience feels engaged, and the stakes are real.
The audience doesn't know they're voting for the flavor to be in production. Their motivation: reclaiming the cereal they loved as kids and anticipating what happens when the showdown ends.
180,000
votes. The threshold to win.
WHO WILL WIN?
TONY
46,874
SAM
32,300
Snap,
Crackle,
Pop
21,000
Mr.
Mini
15,360
Sunny
11,200
As the votes climb, each bar emerges into its mascot's color identity. The mascot comes into focus as the audience chooses them.
The leaderboard is progressing. As the votes climb toward the threshold, the campaign starts dropping teaser billboards that hint at where the winner will be announced.
The winner isn't decided yet. All five mascot teasers run simultaneously:
• Sam — Late Night?
• Snap, Crackle, Pop — Six Flags?
• Tony — Sunday Night Football?
• Mr. Mini — Smithsonian?
• Sunny — Tribeca Film Festival?
Different mascots map to different kinds of adult lives.
They're demonstrating they understand the cultural contexts their Adults are integrated into, and this is their way of trying to connect with them.
Kellogg's
Late Night?
The night owl. The friend who keeps you on the couch later than you meant to stay. They watch Colbert, Fallon, Kimmel, because they like comedy that's a little knowing, a little political, a little bittersweet. They'd rather laugh at something smart than something easy. Now, Sam is ready for Late Night!
Kellogg's
Six Flags?
The group hang. The friends who plan things together because no one wants to do them alone. They'll convince you the line is worth it, the funnel cake is necessary, the photo at the bottom of the drop is mandatory. Snap, Crackle, Pop don't exist alone for a reason. Now they're ready for Six Flags!
Kellogg's
Smithsonian?
The NPR listener. The intellectual observer. They appreciate the details and you'll find them wandering through the museum with their headphones on, listening to the audio guide. They could spend an hour at one painting. They take photos of placards. Now, Mr. Mini is ready for the Smithsonian.
Kellogg's
Tribeca Film Festival?
The connoisseur. The cinephile. They don't just watch movies. They read interviews with the cinematographer, save Letterboxd lists, and walk out of theaters quietly because they need to think about it. They take art seriously and make no apologies for that. Now, Sunny is ready for Tribeca Film Festival.
Sunday Night Football?
Kellogg's
The fan. The one who keeps a beat-up jersey at the bottom of their drawer for twenty-plus years. They text their group chat during every drive, claim every Sunday, and genuinely believe that what matters is that you keep going. Now, Tony is ready for Sunday Night Football!