KELLOGG’S has packed a virtual reality experience into its Nutri-Grain 500g cereal box, linking it to a smartphone app so consumers can witness life from the point of view of an ‘unstoppable’ sportsperson. A first for the New Zealand grocery market, from mid-September buyers will be able to access and experience the footage by purchasing the limited edition custom boxes, which can be crafted into headsets using the cardboard packaging of the box and supplied lenses.
Consumers can then access a range of virtual reality videos by scanning the box’s QR code and watching through the new Nutri-Grain BOLT app on their smartphones. Nutri-Grain is teaming up with New Zealand skateboarder Levi Hawken to celebrate the new technology and communicate the unstoppable story to Kiwi kids.
“Our research on current technology trends tells us teens will love the Nutri-Grain BOLT app and VR experience,” said Kellogg’s NZ Marketing and Innovation Manager Julian Ng.