Brand buyer information based on how customers interact with their content is a major gain to be made from Kellogg’s interactive packaging , according to mobile technology firm Augme, which earlier this year, helped Kellogg launch an interactive campaign called ‘It’s Morning Somewhere’ for the firm’s Crunchy Nut cereal brand.
QR
The campaign involved printing the cereal boxes with a Quick Response (QR) code, which, when scanned by a smart phone camera, takes the phone browser straight to an online promotional video.
“With the rapid adoption of mobile phones and increased consumer use of mobile devices on their path to purchase, we have made mobile an integral part of how we communicate to our consumers,” said Kellogg Company senior vice president of global media and marketing operations Larry Bruck.
‘Mobile strategy’
Bruck added: “Augme has been a great partner as we have rapidly expanded our mobile strategy across our brands.”
“Kellogg has been a great partner for Augme and we are thrilled to continue working closely with them to provide consumers with the kind of engaging mobile experiences that will create a greater affinity and loyalty to their brands,” said David Apple, chief marketing officer of Augme Technologies.
“Through innovative design, rapid execution and attention to customer service, we have built a solid foundation to support Kellogg Company’s industry-leading mobile marketing initiatives. Additionally, the broad scope of the agreement underscores our belief in the value of building a strong mobile strategy as part of a company’s broader digital and traditional marketing campaign.”
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