Kellogg’s has stripped the colour from a range of its packs for a new partnership with Crayola that incorporates augmented reality technology.
Working with the Sydney-based Kinetic Agency, the cereal giant has launched its “Colour and Win” promotion – a campaign which allows kids to colour in Kellogg’s packs and bring their creations to life through AR, with Crayola prizes up for grabs as well.
Felicha Hogan, senior shopper activation manager at Kellogg’s, said the company was delighted to partner with Crayola for the campaign.
“As a first for Kellogg’s we’ve been able to strip the colour from our packs and hero our distinctive assets, whilst making sure shoppers can still find us on shelf.
“We’re excited to be bringing families together through creative activities on pack and can’t wait to see their artwork come to life,” she said.
Nate Martin, creative director at The Kinetic Agency, said that Kellogg’s had seen the potential power in an AR-based promotion, despite the black-and-white boxes being a substantial change from the norm.
“Redesigning the packs of such an iconic brand was a real privilege and the trust Kellogg’s gave us to go as minimal as possible was great validation of the idea.
“We’re intrigued to see how consumers interact with the campaign and are proud to be delivering one of the first instances of in-browser augmented reality for an FMCG brand,” he said.
Speaking to PKN, Martin said the AR component was built from the ground up by Kinetic after the agency decided to do something a bit more interesting than traditional back-to-school promotions.
“We had a look at a previous Kellogg’s campaign which had used a Kellogg’s AR app and uncovered some opportunities to improve, such as it removing the need to download an app, so we recommended we could get much better engagement through a web-based platform that required fewer hoops to jump through.
“You see a significant drop off in engagement once customers have to download an app,” he said.
Instead of using QR codes, the Kinetic team opted for a more universally-accessible solution, said Martin.
“To begin the experience we considered using QR codes to direct people to the platform, however the adoption of QR codes in Australia is still quite low, so we kept it to a simple web address.
“A new Augmented Reality library was, at the time, being rolled out across Apple devices, and it allowed us to create in-browser AR experiences across iPhone and Android devices,” he said.
According to Martin, though it’s early days, customers have already taken to the campaign.
“So far we have had well over 1500 entries, which has surpassed the previous Kellogg’s AR campaign, and there’s still a long time to go,” he said.