Placing toys in cereal boxes drives nostalgia for mums looking to share experiences of their youth with their kids. Unfortunately, due to the logistical and cost challenges of placing toy’s in boxes, Kellogg’s wanted to find a new way to reward shoppers in a fun and engaging way.
We wanted to run a test and learn campaign to find out whether digital rewards could replace physical items placed in boxes. Halloween provided the perfect opportunity to create an engaging idea that leveraged the box and maintained a level of nostalgia for mums wanting to share experiences with their kids.
We developed a Trick or Treat augmented reality game, using Shazam codes printed on the boxes. This idea gives Mums and kids a range of unique prizes and recipes as well as giving them something fun to play with at the breakfast table.