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Kellogg differentiates augmented reality efforts with entertainment

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 Kellogg?s 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 Kellogg?s Gift of Music app can use it in conjunction with specially-marked boxes of Kellogg?s 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.

App users can then click on an artist to view a virtual performance and access exclusive content.

Kellogg?s 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 Kellogg?s Family Rewards program to let consumers earn points by typing in the codes found inside products.

Members can then use their points to redeem music or buy tickets to Live Nation concerts in 2014.

Kellogg?s 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 Mond?lez 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 we?ve 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