Blankos Block Occasion is an open-world multiplayer sport styled like an enormous celebration that permits gamers to play alongside and in opposition to their associates in varied sport modes and construct their very own ranges with none coding abilities. Focus is on customized artwork and design, constructing, exploration and curating your personal assortment of Blanko characters. It has attracted hundreds of thousands of gamers worldwide, however is especially fashionable with zoomers (18-24 yr olds).
To help its first model marketing campaign within the UK for 20 years, Pop-Tarts has partnered with Legendary Video games to create a set of non-fungible token (NFT) characters referred to as Hip Pop, Punk Pop and Glam Pop, that are each collectable and tradeable.
By getting into this digital world with NFT characters, Pop-Tarts is aiming to drive engagement with Gen Z shoppers who’re much less accustomed to the model.
Gaming is a key ardour level for zoomers and Blankos Block Occasion encourages individuality, self-expression and enjoyable – qualities which might be on the coronary heart of Pop-Tarts’ new inventive platform ‘Get Popified’.
“We’re very excited to taking Pop Tarts into the metaverse, a primary for Kellogg’s within the UK,” stated Emer Hayes, Kellogg’s Pop-Tarts model lead.
“Pop-Tarts is a enjoyable model, and by creating NFT characters for a playful digital world we are able to higher have interaction with folks, significantly Gen Z shoppers.”
The advertising know-how was overseen by Kellogg’s UK media company Carat and digital community Dentsu Artistic.
The success of Pop-Tarts’ presence in Blankos Block Occasion will probably be measured throughout numerous metrics, together with variety of Blanko NFTs bought, the share of gamers who play the Popified stage, and the share of gamers who go to Pop-Tarts Blankos instore. Blankos Block Occasion is presently free-to-play on the Epic Video games Retailer.
“This can be a match made in metaverse heaven,” stated Alex Hamilton, head of innovation at Dentsu Artistic.
“We’re proud to work in partnership with Legendary Video games’ signature title, Blankos Block Occasion, to take Pop Tarts into this digital world. Each are vibrant manufacturers that match nicely collectively on numerous ranges.”
Hub of meals innovation
The European marketing campaign additionally helps the corporate’s 100th anniversary within the UK, and follows the inauguration of a brand new Culinary and Sensory Centre in Manchester, after an 18 month improvement interval and over £500,000 funding.
The house will probably be used to path and take a look at cereals, elements and recipes, and homes a culinary kitchen, sensory hub, small-scale cereal manufacturing facility and a packaging design lab.
“As Kellogg’s this yr celebrates its a hundredth anniversary since launching within the UK, it’s extremely thrilling to be opening a hub of meals innovation as we glance to what’s to come back for us within the subsequent 100 years,” stated Kellogg’s UK vice chairman Chris Silcock stated.
“The house would be the supply of recent merchandise, revolutionary packaging options and reformulation – that won’t solely be rolled out throughout the UK however will probably be seen by shoppers throughout Europe.”
The jolliest vacation ever
Crossing the pond to the US, Kellogg’s Rice Krispies model has teamed up with Santa to convey the enjoyment again to gift-giving.
Ever surprise what’s on Santa’s Christmas listing? This yr, Santa has only one want – do-it-yourself Rice Krispies Treats – and followers who come to the celebration might have the jolliest vacation ever.
The Massive Man has taken to TikTok with a PSA (public service announcement) from The North Pole.
“This vacation season, you must have a good time by making do-it-yourself Rice Krispies treats to share with Santa, and by getting into the Rice Krispies Cereal sweeps for an opportunity to win $2,000 in direction of your want listing. It’s virtually as simple as making – and consuming – do-it-yourself Rice Krispies treats.”
Coming into is so simple as serving to Santa unfold the phrase. Till 10 December, comply with @RiceKrispies on TikTok, click on on the sweepstakes put up and remark #SantaWantsRiceKrispiesEntry for an opportunity to win.
“The vacations are all about high quality time, and we love seeing how do-it-yourself Rice Krispies Treats convey households and associates of all ages collectively to create and luxuriate in,” stated Laura Newman, advertising director of Cereal at Kellogg Firm.
“Our vacation want listing sweepstakes is yet one more means we’re celebrating the season, however everybody who makes Rice Krispies with their household will win by making vacation reminiscences.”