In Australia, #Kellogg's has teamed up with #Crayola and launched special cereal boxes that come without the standard colours. They are then encouraging consumers to colour the boxes in their own way, upload the picture to a webpage that brings the colored image to life via Augmented Reality (AR).
This is brilliant at so many levels:
1. It breaks the monotony on the retail shelves and makes their packs stand out.
2. They give an even stronger reason for parents to buy their packs in comparison to other cereal brands in the market.
3. By giving the opportunity of colouring the box, Kellogg's engages even with children who may otherwise not enjoy the cereals so much.
4. There can't be a bigger Aha moment for a kid than to see his or her own creation come to life through #AR.
5. The entire ritual from shopping, consuming, colouring, uploading and sharing brings the entire family together, thereby creating an emotional bond with the brand.
6. By giving daily prizes to the best creations, the brand keeps the conversation going even after the colouring has been done.
7. A simple #packaging hack like this brings in so much of #PR and earned media for Kellogg's as well as Crayola.
#CPG #FMCG #marketing #brand #creativity #idea
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