Kellogg Company becomes the first brand in the GCC region to pioneer WebAR technology across a multi-channel marketing campaign for its Coco Pops cereal brand
International cereal manufacturer Kellogg’s has partnered again with Augmented Reality (AR) technology company Blippar, to deliver a pioneering web-based AR campaign for its Coco Pops brand in the Middle East.
In the first application of WebAR technology by a brand in the region, the Coco Pops campaign has debuted on 500,000 cereal boxes across GCC countries, supported by retail point-of-sale promotions and digital activations designed to inspire and educate children as they prepare to go back to school.
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The WebAR experience is accessed by scanning the promotional cereal boxes with a smartphone, which automatically triggers it within the phone’s web browser. Removing the need to download an app first, the WebAR activation creates a frictionless user experience that is resulting in conversion rates which are 3 to 4 times higher than an app-based solution.
Upon entering the Coco Pops experience, children are transported into an immersive virtual jungle as they journey with Coco the Monkey through a chocolate vortex on a series of fun and interactive adventures in two worlds – Maya and Arabian. As well as discovering interesting educational facts about the history of chocolate and the natural world, children can collect golden Coco Pops along the way by completing educational games including general knowledge questions, maths-based puzzles, anagrams; plus exercise-based challenges. Using Blippar’s web face tracking technology, children can also become Coco and try on other exotic themed headdresses. Children are encouraged to share the experience and compete with their friends using social media.
WebAR is the latest development in Augmented Reality and provides an instant, frictionless, and user-friendly way for smartphone users to access rich and engaging AR experiences through their phone’s web browser without having to download an app. Blippar is a global leader in AR and has invested heavily in its WebAR technology to enable brands, agencies, educators, advertisers, publishers and e-commerce retailers to deliver and scale interactive AR experiences directly from a web link (URL).
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Line Legasal, Brand Manager for Kellogg Company, Middle East, commented: “We are delighted to have partnered with Blippar to create the first WebAR campaign for any brand in the GCC region. In the new age of digital learning which has been amplified by the global pandemic, our aim was to transform the breakfast moment for thousands of children and provide a fun, engaging and educational experience. We believe augmented reality has the potential to transform the way we interact with our audiences and the power of WebAR has opened a whole new world of possibilities.”
Faisal Galaria, CEO of Blippar, commented: “Blippar continues to push the boundaries of AR and offer the tools to empower brands, companies and educators in the Gulf region and globally to seamlessly create the most compelling AR experiences. Taking AR beyond apps creates an easy distribution channel and solves ones of the biggest barriers to AR adoption previously, which was the need to download a separate app to engage in the experience.
“Kellogg’s is a long-standing Blippar client and I am delighted to be able to partner once again to launch the first WebAR experience in the GCC region and specifically this fun, educational, highly experiential and immersive AR experience.”
Last month, Blippar also delivered the world’s first smartphone launch entirely in AR, live for OnePlus Nord; the latest mobile phone from premium technology brand OnePlus. The ground-breaking launch event was created using Blippar’s industry-leading AR creation technology and studio to deliver a 26-minute, interactive and immersive digital experience, streamed live to hundreds of thousands of viewers simultaneously around the world.
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