KELLOGG'S
DISNEY STORYBOXES
BRIEF
(in a modern tweet)
Increase sales lift and drive consumer engagement by partnering with Disney Parks to create a promotion across the entire kids cereal line of Kellogg’s products.
APPROACH
Historically Kellogg’s always put a prize inside every box, but as budgets shifted and client mindsets strayed away from them they tasked us to find a solution. Lucky for us having a partner like Disney and a development house like Moonbot Studios gave us all the pieces and parts to create a new “digital toy” experience.
We found a perfect overlap between Disney’s epic stories and their parks unlimited fun. We turned every kid cereal box Kellogg’s makes into 1 of 3 themed “Storyboxes.” Each one unlocked a digital storybook complete with a narrative, games, and hidden secrets.
ROLE
Creative Direction
Senior Art Director: David Chiow
Senior Copywriter: Logan Tanner
Development: Moonbot Studios
THE PACKAGING
Working closely with Kellogg's packaging printers we transformed all of the kid cereal SKUs into 1 of 3 Storyboxes. Each themed box idealized the Disney Parks experience on the back and unlocked the corresponding book in the app.
THE APP (AKA THE DIGITAL TOY)
We partnered with Moonbot studios to create a robust experience. The app had an initial cereal game unlocked, but required 1 of 3 themed boxes to unlock the corresponding story. Mickeys were hidden throughout the app. When all of them were found (5 per storybook), a fireworks display was unlocked.
THE RESULTS + GAMEPLAY
25% shoppers aware of the promotion put Storybox packages in their cart. And 100% of users felt the magic of Disney (I can't substantiate that, just a guess).