The Gift of Music 

 

There is no better way to build a strong emotional connection with the audience than through music, and it’s even more so with holiday music. To celebrate the 2013 holidays, we created the first Kellogg’s augmented-reality campaign—people interacted with the cereal box using their mobile devices. For the first time, Kellogg’s consumers could have a private concert right in their Kitchens. The music offer was eclectic: Chris Daughtry, Kellie Pickler, Conor Maynard, and—for the Spanish music lovers—Jesse & Joy, all singing holiday songs written explicitly for this promotion, in front of beautiful 3D backgrounds. Through the mobile app, consumers could see original pictures with these artists and watch the interviews and behind-the-scenes takes of the production. Also, Kellogg’s gave consumers $10 in Ticketmaster gift cards when they purchased five Kellogg’s products.