How a Simple Trip to the Store Gave Shoppers Superpowers

Kellogg's^®

Captain America: Civil War VR App

As brands battle it out on the shelves, not even a partnership with the biggest superhero movie of 2016 was enough to guarantee a win. So we boosted our powers by creating an exclusive Captain America: Civil War virtual-reality video game that had our products flying off the shelves.

Just like in the movie, players had to pick their favorite superhero, then fight blow for blow in a series of fully immersive, action-packed adventures. And every time they bought more Kellogg’s products, they unlocked additional boosts, levels, and features.

But for our fans, even that wasn’t enough. A near-pack display put collectible Captain America and Iron Man virtual-reality viewers straight into shoppers’ hands. The limited-edition Black Panther viewers sold out in 10 days flat.

RESULTS SNAPSHOT

Our Captain America experience drove significant year-over-year increases across the Kellogg’s portfolio:

Cheez-It: +2.5%

Keebler Fudge Shoppe: +9%

Rice Krispies Treats: +10%

Chips Deluxe Cookies: +13%

Rice Krispies Treats saw +89% increase in incremental display

ROI of $1.98 for every $1 spent