Kellogg’s has built a new digital experience featuring interactive games, competitions and offers as the brand embraces a data-driven strategy to boost customer loyalty across 23 European markets.
Kellogg’s Town has been designed and built by Merkle, in partnership with Dentsu Creative. Kellogg’s is also working with Carat UK to implement a media buying strategy which complements the digital experience.
Kellogg’s Town, which is available in 16 different languages, is centred around a virtual town that champions Kellogg’s cereal boxes. There are several always-on opportunities for users to engage with its content, including interactive games such as ‘Shelf Shuffle’ – which uses Kellogg’s brand assets in a brain training exercise and ‘Crafting with Coco’ – an opportunity for families to give cereal boxes a second life by transforming them into birdhouses, wearables, seed starters and more.
The immersive experience will be fully adaptable and scalable depending on changing business requirements and will also encourage repeat engagement through partnerships and seasonal competitions.
Supported by an enhanced first-party data collection strategy, QR codes will connect a physical purchasing moment to Kellogg’s Town which will then provide an opportunity to engage through other channels, such as email and organic social.
The strategy is aimed at enabling Kellogg’s to be more targeted than ever and deliver next-level consumer personalisation.
Kellogg’s senior director of omnichannel experience and commerce Phil Wilkinson said: “We’re delighted to create some digital playground magic in the breakfast space. The launch of Kellogg’s Town marks a really exciting time for Kellogg’s, as we look to expand our reach and drive engagement with our customers.”
Dentsu UK&I VP of experience design CXM Ruth Bucknell added: “We are really proud to partner with Kellogg’s to deliver an experience that will surprise and delight its customers. Kellogg’s Town is the perfect example of how the Dentsu network can come together to help our clients innovate to impact through creative design, seamless collaboration and data-led strategy.”
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