Blankos Block Party is an open world multiplayer game in the style of a giant party that allows players to play together and against their friends in various game modes and build their own levels without any coding skills. The focus is on custom art and design, building, exploring, and selecting your own collection of Blanko characters. It has attracted millions of players around the world, but is particularly popular among zoomers (18-24 years old).
To support their first UK branding campaign in 20 years, Pop-Tarts partnered with Mythical Games to create a set of non-expendable token (NFT) characters called Hip Pop, Punk Pop and Glam Pop, who are both collectible as interchangeable. .
By entering this virtual world with NFT characters, Pop-Tarts aims to drive engagement with Gen Z consumers who are less familiar with the brand.
Gaming is a key passion point for zoomers and Blankos Block Party encourages individuality, self-expression and fun – qualities that are at the heart of Pop-Tarts’ new creative platform ‘Get Popified’.
“We are very excited to bring Pop Tarts to the metaverse, a first for Kellogg’s in the UK.”said Emer Hayes, leader of Kellogg’s Pop-Tarts brand.
“Pop-Tarts is a fun brand, and by creating NFT characters for a playful virtual world, we are able to better engage with people, particularly Gen Z consumers.”
Marketing technology was overseen by Kellogg’s UK media agency Carat and digital network Dentsu Creative.
The success of Pop-Tarts’ presence at Blankos Block Party will be measured through a number of metrics, including the number of Blanko NFTs sold, the percentage of players playing the Popified tier, and the percentage of players visiting the Pop Shop. -Blank Tarts. . Blankos Block Party is currently a free game on the Epic Games Store.
“This is a match made in metaverse paradise”,said Alex Hamilton, director of innovation at Dentsu Creative.
“We are proud to be working in partnership with Mythical Games’ flagship title, Blankos Block Party, to bring Pop Tarts to this virtual world. Both are vibrant brands that fit well together on various levels.”
Food Innovation Center
The European campaign also supports the company 100theanniversary in the UK, and continues the opening of a new Culinary and Sensory Center in Manchester,after a development period of 18 months and over £500,000 of investment.
The space will be used to track and test cereals, ingredients, and recipes, and houses a culinary kitchen, sensory center, small-scale cereal factory, and packaging design lab.
“As Kellogg’s celebrates its centenary this year since its launch in the UK, it is incredibly exciting to open a food innovation center as we look to what lies ahead in the next 100 years.”said Kellogg UK vice president Chris Silcock.
“The space will be the source of new products, innovative packaging solutions and reformulation, which will not only roll out across the UK, but will also be seen by consumers across Europe.”
The funniest vacation ever
Heading across the pond to the US, Kellogg’s Rice Krispies brand has teamed up with Santa to bring the joy back to gift-giving.
Have you ever wondered what’s on Santa’s Christmas list? This year, Santa has only one wish: homemade Rice Krispies treats, and fans who come to the party could have the most fun holiday of their lives.
The Big Man has taken TikTok by storm with a PSA (public service announcement) from The North Pole.
“This holiday season, you should celebrate by making homemade Rice Krispie treats to share with Santa, and by entering the Rice Krispies Cereal Sweepstakes for a chance to win $2,000 for your wish list. It’s almost as easy as making and eating homemade Rice Krispies treats.”
Getting in is as simple as helping Santa spread the word. Through December 10, follow @RiceKrispies on TikTok, click the giveaway post, and comment #SantaWantsRiceKrispiesEntry for your chance to win.
“The holidays are all about quality time, and we love seeing homemade Rice Krispies Treats bring families and friends of all ages together to create and enjoy.” said Laura Newman, director of cereal marketing at the Kellogg Company.
“Our Holiday Wish List Giveaway is one more way to celebrate the season, but everyone who makes Rice Krispies with their family will win by creating holiday memories.”