Kellogg’s gears as much as celebration

Blankos Block Get together is an open-world multiplayer recreation styled like a large celebration that permits gamers to play alongside and in opposition to their mates in numerous recreation modes and construct their very own ranges with none coding expertise. Focus is on customized artwork and design, constructing, exploration and curating your individual assortment of Blanko characters. It has attracted thousands and thousands of gamers worldwide, however is especially in style with zoomers (18-24 12 months olds).

To assist its first model marketing campaign within the UK for 20 years, Pop-Tarts has partnered with Legendary Video games to create a set of non-fungible token (NFT) characters known as Hip Pop, Punk Pop and Glam Pop, that are each collectable and tradeable.

Kelloggs and Blankos

By coming into this digital world with NFT characters, Pop-Tarts is aiming to drive engagement with Gen Z shoppers who’re much less accustomed to the model.

Gaming is a key ardour level for zoomers and Blankos Block Get together encourages individuality, self-expression and enjoyable – qualities which might be on the coronary heart of Pop-Tarts’ new inventive platform ‘Get Popified’.

“We’re very excited to taking Pop Tarts into the metaverse, a primary for Kellogg’s within the UK,”​ stated Emer Hayes, Kellogg’s Pop-Tarts model lead.

“Pop-Tarts is a enjoyable model, and by creating NFT characters for a playful digital world we are able to higher interact with folks, significantly Gen Z shoppers.”

The advertising and marketing know-how was overseen by Kellogg’s UK media company Carat and digital community Dentsu Inventive.

The success of Pop-Tarts’ presence in Blankos Block Get together might be measured throughout numerous metrics, together with variety of Blanko NFTs offered, the share of gamers who play the Popified degree, and the share of gamers who go to Pop-Tarts Blankos instore. Blankos Block Get together is at the moment free-to-play on the Epic Video games Retailer.

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