Australia’s Creative agency Kinetic is behind a promotional concept that unites two classic childhood staples: coloring books and breakfast cereal. But they’ve done it using modern technology that incorporates mobile devices and Augmented Reality.
Kellogg’s and Crayola Augmented Reality Coloring
As part of the “Colour & Win” promotion with Crayola, Kellogg’s is releasing black and white boxes of some of their most popular cereals.
To enter to win, customers color the back of the box and upload a picture to a webpage that brings the colored-in image to life via Augmented Reality (AR) as shown in the video below.
“Redesigning the packs of such an iconic brand was a real privilege, and the trust Kellogg’s gave us to go as minimal as possible was a great validation of the idea. We’re intrigued to see how consumers interact with the campaign and are proud to be delivering one of the first instances of in-browser augmented reality for an FMCG brand,” said Nate Martin, Kinetic creative director.
In the same statement, Kellogg’s senior activation manager, Felicha Hogan, said, “We’re particularly delighted to be partnering with Crayola for this campaign. As a first for Kellogg’s, we’ve been able to strip the color from our packs and hero our distinctive assets, whilst making sure shoppers can still find us on the shelf. In addition to the interactive AR experience, as an added surprise and delight, Crayola prize packs will be won daily. We’re excited to be bringing families together through creative activities on pack and can’t wait to see their artwork come to life.”
The new boxes are available in Australia where Kellogg’s cereals are sold, with 5 Crayola family gift packs prizes given away daily until August 31, 2019.
• Purchase any specially marked Kellogg’s product before 31/8/2019
• Colour in the back of pack
• Upload a photo of your picture & tell us in 25 words or less what inspired your creation to win
• Bring your picture to life with Augmented Reality on a mobile device
For the best experience, please enter using a mobile device.
Kellogg’s and Crayola Augmented Reality Coloring Promotion period: 1/7/2019 – 31/8/2019.
Senior Shopper Activation Manager: Felicha Hogan
Kellogg Portfolio Manager: Jeci David
Director of Marketing & Corporate Affairs, Kellogg ANZ: Tamara Howe
Creative Agency: The Kinetic Agency
Creative Director: Nate Martin
Creative Team: Damien Quinn & Michael Wilds
Agency Producer: Jeff Edwards
Managing Partners: Danielle Collins & Bree Mankin
Senior Account Manager: Georgie Jenkins
A special shoutout to the talented Karen Knecht of KonnectDesign for bringing this to my attention!