ARCENCPostings

Wednesday, April 20, 2016

Kellogg’s uses VR to transport users to Ancient Egypt in new breakfast launch | The Drum


http://www.thedrum.com/news/2016/04/13/kellogg-s-uses-vr-transport-users-ancient-egypt-new-breakfast-launch

Kellogg's uses VR to transport users to Ancient Egypt in new breakfast launch

Kellogg's has created a virtual reality experience to launch product range 'Ancient Legends', allowing users to have breakfast with Queen Cleopatra.

The brand used Oculus Rift technology to create a multisensory virtual reality experience in 360 video that tracks and replicates a user's movements in real time.

It transports comsumers to Ancient Egypt, where they can eat Kellogg's cereal with Cleopatra.

The experience was launched at an event at the British Museum, and is now hosted on Kelloggs' Facebook page.

The launch of its new range of products 'Ancient Legends' is backed by a £7.5m UK marketing spend on TV, outdoor and digital advertising.

The products take their name from the ancient grains and seeds - such as spelt, chia and flax - that make up the product.

Ancient Legends marketing manager, Ruth Gresty, said: "Ancient Legends is a huge investment that Kellogg's has committed to across Europe, and we're already seeing fantastic sales results here in the UK.

"We expect Ancient Legends to join the pantheon of Kelloggs' best loved brands, with the same level of public recognition as Special K, Rice Krispies and Corn Flakes."