Kellogg’s Brain Games

The key activation of a limited time promotion, Kellogg’s Brain Games was an on-pack promotion designed to engage the minds of young consumers via stimulating digital games. As a product of a major brand the activation needed not only to appeal to the target market, but also demonstrate Kellogg’s drive for innovation, and the brand’s commitment to healthy body and mind.

A range of puzzle based games were conceived and tested, with four selected based on a criteria of didactic value, engagement, and replayability.

To create a persistent link to the physical product, a call to action was integrated into limited edition package artwork, including a QR code for direct download of the Brain Games app, and simultaneously serving as the initialisation marker for the AR experience. 

The rapid development timeline for this project, and the high profile and high volume distribution necessitated stringent analysis of potential issues in the deployment process, with action taken to mitigate risk as early as possible. Additionally, a scalable, high availability backend solution was implemented to ensure that the product was capable of serving content to the very high number of users during peak uptake periods.