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 all time is 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.

After the smoke cleared, the results were clear:

  • ROI of $1.98
  • Cheez-It up 2.5%,
  • Keebler Fudge Shoppe up 9%,
  • Rice Krispies Treats up 10%
  • Chips Deluxe Cookies up more than 13%
  • Rice Krispies Treats saw an 89% increase in incremental display
  • Kellogg’s undisputed victory