“We’re always looking for ways to make breakfast time more fun for the family. Through AR, Kellogg’s hopes to offer parents another way to create simple but memorable experiences that the whole family can cherish,” said Jeci David, Portfolio marketing manager at Kellogg’s.
The breakfast cereal company’s Halloween campaign has replaced physical gifts in cereal packs with a digital experience that is scalable, cost-effective and environmentally sustainable.
“We’re excited to partner with Kellogg’s and Orchard on this ground-breaking campaign. Shazam Codes provide advertisers with a frictionless way to deliver AR experiences such as this at scale. This is another great example of how Shazam is partnering with brands to help bridge their physical and digital
assets,” said Steve Sos, Shazam’s managing director Asia Pacific.
Kellogg’s has included the Shazam code on their product packs. Consumers can now obtain Halloween recipes on Kellogg’s Amazing Creations website and also families can enjoy fun Trick or Treat activities, including slime thrown in the face, a hula-hooping mummy and a cheeky ghost. Halloween recipes include Rice Bubble Bats and Coco Pops Skeletons. Shazam activation also plays out, which entices Aussie families to celebrate Halloween with Kellogg’s Trick or Treat food.
“It’s a pleasure to work with Kellogg’s as the business continues to push the boundaries on the digital front. The Kellogg team has been open to testing new and emerging technologies to reach and engage with customers and we’re honoured to be a part of this journey,” said Andrew Antoniou, managing partner at Orchard.
The campaign is supported with print and social media activations. The in-pack toy is a long-held tradition for cereal brands. The breakfast cereal giant said they are challenging the status quo as the company looks to extend its reach into digital.