Dive Summary:
General Mills will let breakfast eaters bring its Wheaties box to life through augmented reality technology. The idea is increase both engagement and sales by turning the iconic box into a sort of game platform.
- When consumers scan a photo of National Football League star Adrian Peterson, the athlete will pop up on the screen to offer two options: play a Wheaties-themed video game or pose for a photo with Peterson.
- To use the system, consumers must first download an app from Wheaties’ partner Blippar. The app is available for iPhone, Android or BlackBerry phones.
- Three versions of the Peterson box are already making their way to store shelves. Two more versions are planned for later this year.
(Image credit: PR Newswire)
Dive Insight:
General Mills appears satisfied that mobile technology can increase sales. This marks the second time Wheaties has partnered with Blippar. Last year breakfast eaters could scan a box to watch videos of a Tough Mudder race.
