Kellogg’s and Poptarts Enter Metaverse for First Time

Kellogg’s has entered the metaverse for the primary time in Europe with its personal Pop Tarts characters for the favored NFT-based sport Blankos Block Social gathering.

Blankos Block Social gathering is an open-world multiplayer sport with thousands and thousands of gamers worldwide. It’s styled like an enormous celebration, with a give attention to customized artwork and design, constructing, exploration and curating your assortment of distinctive and uncommon ‘Blanko’ characters. 

To help its first model marketing campaign within the UK for 20 years the corporate’s Pop Tarts model has partnered with Legendary Video games to create a set of NFTs inside the sport together with Popified Blanko characters known as Hip Pop, Punk Pop and Glam Pop which can be each collectable and tradeable.

Click here to view the activation in action.

By getting into this digital world with NFT characters, Pop-Tarts is aiming to drive engagement with Gen Z shoppers aged 18-24 who’re much less acquainted with the model. Gaming is a key ardour level for Gen Z and Blankos Block Social gathering encourages individuality, self-expression and enjoyable – qualities which can be on the coronary heart of Pop-Tarts’ new artistic platform, ‘Get Popified’. The metaverse activation is operating alongside different model marketing campaign actions within the UK. 

The activation, which was overseen by dentsu UK&I, with each DENTSU CREATIVE and Carat – Kellogg’s UK media company working collectively, is the primary metaverse marketing campaign by a Kellogg’s model in Europe. 

Emer Hayes, Kellogg’s Pop Tarts model lead stated: “We’re very excited to taking Pop Tarts into the metaverse, a first for Kellogg’s in the UK. Pop-Tarts is a fun brand, and by creating NFT characters for a playful virtual world we can better engage with people, particularly Gen Z consumers.”

Alex Hamilton head of innovation at DENTSU CREATIVE UK, stated: “This is a match made in Metaverse heaven. We’re proud to work in partnership with Mythical Games’ signature title, Blankos Block Party to take Pop Tarts into this virtual world. Both are vibrant brands that fit well together on a number of levels.”

The success of Pop-Tarts’ presence in Blankos Block Social gathering can be measured throughout a lot of metrics, together with variety of Blanko NFTs bought, the proportion of gamers who play the Popified stage, and the proportion of gamers who go to Pop-Tarts Blankos in-store.