Agency: The Integer Group
Kellogg's won the fiercely competitive battle of products jockeying for consumers' attention on shelves with a unique digital campaign that increased sales growth over the previous year and achieved solid ROI.
Partnering with Marvel for the release of its upcoming summer blockbuster, Captain America: Civil War, Kellogg's created a one-of-a-kind, immersive brand experience that encouraged shoppers to pick up Kellogg's products to unlock a virtual-reality game featuring superheroes from the film.
Kellogg's then killed it by supplying consumers with the VR viewer itself, for free. Fans simply needed to join Kellogg's Family Rewards free of charge, buy three participating products (Cheez-It, Keebler, Kellogg's or Pringles) to receive a free VR mobile app viewer to play a game that leveraged the theatrical release of Captain America: Civil War.