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Kellogg Co. sees 40,000 QR codes scans via mobile campaign


The Kellogg's video consumers see after scanning the QR code

By using QR codes and SMS on cereal boxes, Kellogg Co. drove more than 40,000 QR scans and 6,000 texts during its Crunchy Nut cereal promotion.

The consumer packaged goods company recently launched a campaign with Crunchy Nut cereal and the slogan “It’s Morning Somewhere” with 2D QR bar codes. Kellogg’s partnered with mobile technology company Augme on the campaign.

“The primary strategy of this campaign was to create more engagement with the brand via mobile,” said David Apple, chief marketing officer at Augme, New York.

“Utilizing the back of the cereal box is a highly engaging static media touch point that allows users an intimate setting to try mobile and turn the static media into a rich media experience,” he said.

Cyber cereal
To participate in the campaign, consumers scan a QR bar code on the back of Crunchy Nut cereal with their mobile devices.

Users are then prompted to a mobile site where they watch one of 13 short videos, depending on the time of day with the message “It’s Morning Somewhere.”

Consumers can also text CRUNCHYNUT to short code 30333 for a link to the mobile site.

To date, the campaign has generated 40,000 QR scans and 6,000 texts to the mobile site, resulting in 38,000 videos played and 50,000 page views.

Although the campaign might seem simple, Kellogg’s has demonstrated that it has been able to tap into its consumer via mobile.

“It’s surprising that QR code scanning is far exceeding SMS engagements, which is a complete shift in behavior year to year, based on the hundreds of programs Augme has run over the last three years,” Mr. Apple said.

The campaign’s effectiveness can be chalked up to a variety of different factors, but the simple use of a QR bar code while consumers leisurely eat breakfast seems like an easy contender for why the company has accumulated so much traffic because it makes sense with consumers’ behaviors.

According to Mr. Apple, the goal is to make QR bar codes and SMS a permanent fixture in consumers’ lives via packaging.

“The keyword and QR codes will never change, but the content will and eventually become reward-based by delivering offers, coupons and social interactions,” he said.

On target
The Kellogg’s campaign with Crunchy Nut cereal is only part of the company’s larger mobile strategy (see story).

“Mobile is the perfect customer-acquisition tool for creating very unique user profiles based on location and behavior,” Mr. Apple said.

“It also creates more custom content experiences,” he said.

Using consumer packed goods to target consumers on a hyperlocal level is a trend many big-name brands are using.

For example, Procter and Gamble recently rolled out an app to target women shopping for the company’s hair, skin and makeup drugstore brands with tips and exclusive video content.

Similarly, Coca-Cola, Cadbury, Red Bull and Kraft pushed deals with consumers in convenience stores using Bluetooth-enabled devices in Canada earlier this year.

“Consumers are seeking mobile engagement and adopting very quickly,” Mr. Apple said.

“Retailers and brands who are involved now can apply key findings and create very specific ROI strategies leveraging mobile,” he said.

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Lauren Johnson is associate reporter on Mobile Marketer. Reach her at lauren@mobilemarketer.com.

Related content: Video, Kellogg Co., David Apple, Augme, Mobile marketing, mobile, campaigns

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Comments on "Kellogg Co. sees 40,000 QR codes scans via mobile campaign"

  1. Richard Dysinger says:

    August 8, 2011 at 9:14am

    QR codes and text allow marketers to take static, passive assets and turn them into interactive marketing assets. 46,000 people took a small portion of the marketing message interacted with it and stuck it in their pocket. . .
  2. Sandler Training Pittsburgh says:

    June 28, 2011 at 9:16am

    QR codes- a great success for big businesses... What about best practices/successes for small business?
  3. Mary Ann Sesso says:

    June 28, 2011 at 9:16am

    What happened to just eating while reading your cereal box? On a serious note, 40,000 scans seems like a pittance. When do we get to hear about "real" results? Does the user experience among existing customers actually build the brand or sell more boxes of cereal? Give us a true case study in how QR codes made a measurable difference to the bottom line.
  4. Sam Magger says:

    June 27, 2011 at 5:45pm

    QR code aren't simple for all users. The
    value lies in 4000 text message response to the campaign. These are real number you can interact with and provide some value to customers. May be couple bucks off on next purchase or announce a launch of new cereal. BAR code are a entry point to a mobile site for further information which is a good value addition and ease of access to information verse true mobile marketing. Mobile web site makes it possible to provide more information while customer is having it or looking at it in store or doing reasearch on the go may be even purchase it on their phone. Mobile 2d barcode is add-on and must be added. Text messaging is essential...don't skip it.By the way.. mobile 2D barcode without mobile website is half done, so don't forget to get your mobile site as well.

    --Keep texting!!
  5. Mel melanie says:

    June 27, 2011 at 10:19am

    40K out of how many boxes? Based on launching a cereal with x-million in advertising (Kelloggs spends an avg of US$20M/year per brand).

    If it was such a raving success, why aren't all Kelloggs brands following suit?

    We can only guess, but, it's likely less than 4/10ths of 1% scan (based on 1MM boxes sold).

    Or, a big "who cares?"

    The day a QR statistic actually tells a complete story will be the day we either know they are valuable or worthless. Until then, please stop republishing press releases without substance.
  6. Cory Grassell says:

    June 27, 2011 at 8:44am

    Back in the day, consumers would read cereal boxes as they enjoyed their morning meal; now, consumers are being enticed to interact with QR codes found on cereal boxes -- a clever ploy used by brand marketers who understood consumers' usage of cereal boxes. You used the word "simple" to describe the recent campaign; I feel that mobile campaigns ought to be as simple as possible to resonate with a wide user base. Depending on target demographics, of course, simplicity will enable brands to connect with older consumers who are less tech savvy. A complex mobile campaign, while very "cool" for the eyes, may be over the top when it comes to achieving desired brand metrics: clicks, views, data collection, registrations and leads. Keep it simple, stupid, and it'll go a long way.
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