Shopper Marketing - August 2016 - 18


PROGRAMS

avenues for communication including packaging, point-of-sale and digital media," says
Kristin Wesolowski, director of integrated promotions at Kellogg.
She points out two key partnerships:
Starcom Mediavest Group, New York, negotiated with the gaming news website IGN
to place contextually relevant digital media,
and the Kellogg's customer and shopper marketing teams developed exclusive content
for Walmart in the form of shopper-targeted
media and in-store communication pieces.

Consumers could download the app for
free but then had to buy any three participating Kellogg's products (e.g., Pop-Tarts,
Cheez-It, Keebler, Frosted Flakes and Pringles)
in stores, upload or text a receipt, and then
select either a Captain America- or Iron Manthemed cardboard virtual reality viewer.
Walmart shoppers had the exclusive opportunity to get a Black Panther viewer. Some
stores also carried the cardboard viewers that
were handed out free with the qualifying purchase. (The app did work with other virtual
reality viewers, if consumers had a Samsung
Gear VR, for example. Consumers could play
the game without a viewer, too.)
18

y SHOPPER MARKETING AUGUST 2016

Wesolowski says the idea for the VR game
and character-themed viewers came from
their lead shopper marketing agency, The Integer Group, Lakewood, Colorado. "[Integer]
recognized the opportunity and presented
compelling data on VR's growth and anticipated mainstream acceptance in 2016," she
adds. Bully! Entertainment, Baltimore, developed the game.
Kyle Ingram, group account director at Integer, says the fun of choosing a themed viewer
is that it's unique to the movie. "There are two
equally righteous sides with different beliefs
that divide the team," he says. "So we wanted
to give consumers a means to not only declare their allegiance but to actually get in on
the action. ... Not only do you feel like your favorite heroes when you're playing the game,
but you look like them, too."
The game itself had players choose between Iron Man and Captain America and
then fight Crossbones and his henchmen in
the 3-D, immersive VR setting. Players could
also use the app to scan product packages to
unlock a new level.
"The insight is that movies aren't just 90
minutes of excitement that ends once you
leave the theater," Wesolowski says. "They
are doorways into new worlds and introductions to characters that people want to engage with. For shoppers, a movie promotion
tied to an epic property like Captain America
is an opportunity to delight their families and
extend that experience. As Millennials who
grew up with technology are starting to raise
their kids, VR is a fantastic digital immersion
that allows brands to bring those experiences
SM
to life."



Table of Contents for the Digital Edition of Shopper Marketing - August 2016

Contents
Shopper Marketing - August 2016 - bellyband1
Shopper Marketing - August 2016 - bellyband2
Shopper Marketing - August 2016 - 1
Shopper Marketing - August 2016 - 2
Shopper Marketing - August 2016 - 3
Shopper Marketing - August 2016 - Contents
Shopper Marketing - August 2016 - 5
Shopper Marketing - August 2016 - 6
Shopper Marketing - August 2016 - 7
Shopper Marketing - August 2016 - 8
Shopper Marketing - August 2016 - 9
Shopper Marketing - August 2016 - 10
Shopper Marketing - August 2016 - 11
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