SPIDER-MAN Augmented Reality
Background
Kellogg's has seen growing competition in the breakfast space as families are no longer eating at the kitchen table. On-the-go breakfast choices are quicker and easier. Cereal specifically is losing at breakfast time.
Challenge
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Drive request and buy rate among medium to light users (kids/teens) though buyer (mom).
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Drive consumer requests to ensure consideration for our brands on their shopping list and in their carts
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Meet or exceed business metrics for sales lift, ROI, display and retail execution
Idea
Create a unique digital experience available only on Kellogg’s Packages that gives consumers access to exclusive Spider-man content and prizes.
Results
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800K+ app downloads in the first 2 months of launch
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Users return multiple times for gameplay
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4 STAR App Rating
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SUPERMAN Augmented Reality
Background
Kellogg’s cookies and crackers share has been in decline. As the competition within the categories grow, Kellogg is steadily losing their share of voice and getting lost in the clutter of summer programs.
Challenge
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Drive buy rate among medium to light buyer
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Drive consumer requests to ensure consideration for our brands on their shopping list and in their carts
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Meet or exceed business metrics for sales lift, ROI, display and retail execution
Insight
I’ve always dreamed about casting off the bonds of gravity and soaring through the air like Superman. Unfortunately,
I always wake up too quickly after this dream! People can't really fly, shoot laser beams or bench-press pickup trucks.
But if we could…
Idea
“Become the Man Of Steel”
Who wouldn’t want just one of Superman’s super powers? This summer, Kellogg’s Snacks will transform you into your favorite Superhero – Superman.
Results
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Over 1M+ app downloads
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Users return multiple times for gameplay
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5 STAR App Rating
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135,000+ superman stills and wallpaper unlocked
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170,000+ Unique power video created
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15,000+ Shared Videos
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Exceeded all metrics for sales lift, display placement and ROI.