Move over collectible toys in breakfast packs, now breakfast lovers will head to a digital Kellogg’s Town.
The “next-generation digital playground” has been built by a trio of dentsu agencies with the intention of “redefining” how Kellogg’s interacts with its customers.
Launched across 23 European markets in 16 different languages, the virtual town champions the brand’s cereal boxes, featuring interactive games and offline crafts to repurpose the boxes.
It will be fully adaptable and scalable “depending on changing business requirements” including partnerships and seasonal competitions.
“We’re delighted to create some digital playground magic in the breakfast space,” explained Phil Wilkinson, Senior Director Omnichannel Experience & Commerce at Kellogg’s.
“The launch of Kellogg’s Town marks a really exciting time for Kellogg’s, as we look to expand our reach and drive engagement with our customers.”
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It comes following Kellogg’s recent strategic investment to drive growth for its cereal brands and has been done in partnership with dentsu agencies Merkle, Dentsu Creative and Carat UK, which is handling media buying.
Data collection will be a large part of the wider strategy, with QR codes connecting a physical purchase to the digital environment. It will then encourage engagement through other channels, such as email and organic social.
Kellogg’s hope this data will help it “deliver next-level consumer personalisation.”
“We are really proud to partner with Kellogg’s to deliver an experience that will surprise and delight its customers. Kellogg’s Town is the perfect example of how the dentsu network can come together to help our clients innovate to impact through creative design, seamless collaboration and data-led strategy,” added Ruth Bucknell, VP Experience Design CXM UK&I, dentsu.
