Kellogg’s teams up with Shazam to launch new augmented reality Trick or Treat via Orchard

Manufacturer of Australia’s favourite breakfast cereals, Kellogg’s, has joined forces with Shazam and creative agency Orchard to deliver a first-of-its-kind augmented reality Halloween Trick or Treat experience for families.  

The campaign, which leverages Shazam’s visual recognition platform and recently launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that is scalable, cost-effective and environmentally sustainable.

Via the inclusion of the Shazam code on selected Kellogg’s packs, the Halloween custom of Trick or Treat has been brought to life with the delivery of a virtual trick or treat. The experience links consumers to Halloween recipes on Kellogg’s Amazing Creations website, while also rewarding families with fun Trick or Treat activities including slime thrown in the face, a hula-hooping mummy and a cheeky ghost.

Halloween recipes such as Rice Bubble Bats and Coco Pops Skeletons are the ultimate treat as the Shazam activation plays out, encouraging families to celebrate Halloween together with Kellogg’s Trick or Treat food.

The campaign is supported with print and social media activations.

The in-pack toy is a long-held tradition for cereal brands. In playing with this concept, Kellogg’s is challenging the status quo as it looks to extend its reach into digital.