Kellogg is taking its augmented reality initiatives up a notch by focusing on entertainment content that brings static packaging to life.
The CPG giant is teaming up with Live Nation to roll out an app that lets consumers scan boxes to unlock branded and entertainment content. The app serves up content from four different musicians: Chris Daughtry, Jesse & Joy, Conor Maynard and Kellie Pickler
We know Kelloggs consumers frequently use their phones for music and entertainment, said Jacqueline Peterson, spokeswoman for Live Nation, New York.
A mobile platform is a great fit for the Gift of Music campaign as it engages people on the device they have right in their hands, she said.
Mobile music Consumers who download the Kelloggs Gift of Music app can use it in conjunction with specially-marked boxes of Kelloggs products.
For example, when the app is pointed at the backside of the box, an image of the four different musicians pops up on the screen.
The app in action
App users can then click on an artist to view a virtual performance and access exclusive content.
Kelloggs Town House line of crackers also includes an on-pack call-to-action with Ms. Pickler.
When consumers scan the box, the app unlocks holiday party tips, recipes and photos of the singer.
There is also a photo feature that lets consumers pose next to the musicians. The customized pictures can then be shared or saved to a device.
The app integrates with the Kelloggs Family Rewards program to let consumers earn points by typing in the codes found inside products.
Another screenshot of the app
Members can then use their points to redeem music or buy tickets to Live Nation concerts in 2014.
Kelloggs recently overhauled a mobile site for its Family Rewards program to eliminate the traditional rewards redemption method where consumers cut out and mail in the codes (see story).
The Gift of Music app is available for free download on iPhone and Android devices.
Augmented packaging CPG marketers have advanced in mobile significantly this year with several marketers incorporating augmented reality into their initiatives as a way to add a digital component to static packaging.
In August, Frito-Lay rolled out an augmented reality app for a promotion with Activision around the Skylanders Giants game (see story).
General Mills and Mondēlez International are two other big manufacturers that have integrated augmented reality into brand campaigns this year.
Our Gift of Music campaign features a host of talented artists like Daughtry, Kellie Pickler, Jesse & Joy and Conor Maynard, Ms. Peterson said.
As consumers will see, the augmented reality experience weve created transports them to an intimate concert with these fantastic artists, all from their breakfast table, she said.
Final Take Lauren Johnson is associate reporter on Mobile Marketer, New York
Lauren Johnson is associate reporter on Mobile Marketer. Reach her at firstname.lastname@example.org.