Objective: Engage and educate children in the school holidays (ages 6-10) using a digital campaign that captures imagination, tests knowledge and increases brand engagement.
Solution: The Kelloggs Adventure Island, a place to learn, play and collect. We created an AR island that when viewed through a phone or tablet, magically grows out of the cereal box. It is packed with mini-games that test hand eye co-ordination, musical aptitude, maths and general knowledge. There are stars to collect and trade for more games, selfie masks and even winged coconuts that fly around the users for them to crack open and discover their secrets. We researched, user tested and built a simple UX with a bright and clear UI so young children quickly understand how to interact with the experience. We used engaging story telling and gamified elements to encourage longer dwell times and repeat usage and ensured plenty of rewards for correct answers and skilful play.
Results: Ongoing campaign. So far it is live in 17 countries and has had over 300,000 downloads with an average play time of 12.5 minutes. This is a new record for an AR campaign with 24x the engagement of a TV commercial. Kids are returning to play on average 4.5x a day. It’s been one of their most successful on-pack promotions in Kelloggs history.
