Kellogg’s has made its first foray into blockchain games by collaborating with Mythical Games to create Pop-Tarts-based NFT characters for Blankos Block Party.
— Blankos Block Party (@PlayBlankos) November 17, 2022
Kellogg’s and Web3
For its first branded campaign in the UK in two decades, Kellogg’s Pop-Tarts brand partnered with Mythical Games to create a series of in-game NFTs with collectible and interchangeable Pop-Tart-based characters called Glam Pop, Hip Pop and Punk Pop.
Kellogg’s has identified gaming as one of Generation Z’s top passions and with its foray into blockchain gaming, Pop-Tart aims to stimulate engagement with the 18-24 year-old consumer segment that is less familiar with the product.
“We are very happy to introduce Pop Tarts into the metaverse, which is groundbreaking for Kellogg’s in the UK. Pop-Tarts is a fun brand and by creating the NFT characters for a playful virtual world we can better engage people, especially Generation Z consumers,” said Emer Hayes, Kellogg’s Pop-Tarts brand manager.
The activation was handled by integrated marketing and agency services company Dentsu UK&I, together with DENTSU CREATIVE and Carat, Kellogg’s UK media agency. This is Kellogg’s first Web3 campaign in Europe.
Alex Hamilton, Chief Innovation Officer at Dentsu Creative, said, “It’s a perfect match for the metaverse. We are proud to partner with Mythical Games’ flagship title, Blankos Block Party, to bring Pop Tarts to this virtual world. Both are vibrant brands that fit well on different levels.”
Kellogg’s will measure the success of Pop-Tarts’ presence in Blankos Block Party through a number of metrics, including the number of Blanko NFTs sold, the percentage of players playing the Popified level and the percentage of players visiting Blankos Pop-Tarts in the store.
Blankos Block Party
Blankos Block Party is a multiplayer blockchain-style giant block game, with in-game NFTs representing avatar designs and accessories that can be bought and sold in its marketplace.
In Blankos Block Party, players can enter an immersive social game where they play with and against their friends in run, collect vibes, shoot and fight game modes. They can also accumulate rewards and collect rare collectibles to increase their collection.
Blankos Block Party and Web3
In September, Blankos Block Party launched on the Epic Games Store, becoming the first blockchain game to appear on the Fortnite creator’s game marketplace.
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