September 30, 2020 – Blippar, a provider of augmented reality (AR) products and services for brands, has recently announced that Kellogg Company has launched its multi-channel marketing campaign for its Coco Pops cereal brand in the GCC region in the Middle East. Bilppar partnered with Kellogg’s to help deliver the web-based AR campaign using its WebAR technology.
According to Blippar, in the first application of WebAR technology by a brand in the region, the Coco Pops campaign has debuted on 500,000 cereal boxes across GCC countries, supported by retail point-of-sale promotions and digital activations designed to inspire and educate children as they prepare to go back to school.
The WebAR experience is accessed by scanning promotional cereal boxes with a smartphone, which automatically triggers it within the phone’s web browser. Removing the need to download an app first, the WebAR activation helps to create a frictionless user experience, which Blippar states is resulting in conversion rates which are “3 to 4 times higher than an app-based solution.”
Upon entering the Coco Pops experience, users are transported into an immersive virtual jungle as they journey through a chocolate vortex on a series of interactive adventures. Aimed at children, the experience lets them discover interesting educational facts about the history of chocolate and the natural world, and collect golden Coco Pops along the way by completing educational games. Using Blippar’s web face tracking technology, children can also become Coco, the cereal’s mascot. The experience also allows users to share and compete with friends using social media.
WebAR solutions provide an instant, frictionless, and more user-friendly way for smartphone users to access rich and engaging AR experiences through their phone’s web browser without having to download an app. Blippar states that it has invested heavily in its WebAR technology to enable brands, agencies, educators, advertisers, publishers and e-commerce retailers to deliver and scale interactive AR experiences directly from a web link (URL).
Line Legasal, Brand Manager for Kellogg Company, Middle East, commented: “We are delighted to have partnered with Blippar to create the first WebAR campaign for any brand in the GCC region. In the new age of digital learning which has been amplified by the global pandemic, our aim was to transform the breakfast moment for thousands of children and provide a fun, engaging and educational experience. We believe augmented reality has the potential to transform the way we interact with our audiences and the power of WebAR has opened a whole new world of possibilities.”
Faisal Galaria, CEO of Blippar, said: “Kellogg’s is a long-standing Blippar client and I am delighted to be able to partner once again to launch the first WebAR experience in the GCC region and specifically this fun, educational, highly experiential and immersive AR experience.”
He continued, “Blippar continues to push the boundaries of AR and offer the tools to empower brands, companies and educators in the Gulf region and globally to seamlessly create the most compelling AR experiences. Taking AR beyond apps creates an easy distribution channel and solves ones of the biggest barriers to AR adoption previously, which was the need to download a separate app to engage in the experience.”
In July, Blippar also helped smartphone manufacturer OnePlus deliver the launch of its new OnePlus Nord device live and entirely in AR. The launch event was created using Blippar’s AR creation technology and studio to deliver a 26-minute, interactive and immersive digital experience, streamed live to hundreds of thousands of viewers simultaneously around the world.
For more information on Blippar and its augmented reality solutions, please visit the company’s website.
Video credit: Blippar / YouTube
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Sam is the Founder and Managing Editor of Auganix. With a background in research and report writing, he has been covering XR industry news for the past seven years.