More high-tech from the consumer packaged goods space. Last week Haagen-Dazs launched an augmented reality app on its new packaging, and now one of the most iconic packages in the world will get the AR treatment. That package: The Wheaties box.
The new campaign is launching with the brand’s newest athlete, NFL MVP Adrian Peterson. He will be featured on three limited edition boxes, the first of which is available in stores this week. For these limited-edition boxes, Wheaties is partnering with Blippar, an augmented reality platform that uses image recognition technology to bring the box to life “through an instantaneous, interactive experience.” Wheaties customers who download the Blippar app can then “blipp” or scan the box with their iOS, Android or Blackberry 10 device and unlock hidden content including an AP video game and some sharable photo opportunities. Fans of Peterson and Wheaties can collect all three boxes, starting with the first box in stores across the country now.
The Wheaties box has featured athletes since 1934. It s first one was actually a Hollywood athlete (Jack Armstrong). It has become a bellwether of popularity and achievement including Jesse Owens (1936), Bob Cousy (1956) Bruce Jenner (1977) Walter Payton (1981) Michael Jordan (1988) and most recently Aaron Rodgers. It’s history has also been built on cross-promotional discounts, “prizes in the box” and the General Mills sales and marketing machine. Its most recent marketing and brand changes have included a responsive design website and a more provocative messaging approach (“Grab Life By The Bowls.”)
AR has gained a huge amount of traction over the past few weeks. Not only has Nestle’s Haagen-Dazs brand used it as fundamental for its new campaign, over the last ten days Audi, Ikea have both launched innovative uses. Audi will make its owner’s manual visible via an AR app. Ikea will “superimpose” furniture on empty rooms with its app. According to AR blog Realareal, AR campaigns are averaging about 55,600 page views per month.
Peterson’s first Wheaties box is available nationally in stores. Additionally, Wheaties will be honoring Peterson with a celebratory event later this month. In 2012, Peterson returned to the game after suffering a torn anterior cruciate ligament and had his best season as a professional earning him both player of the year and MVP awards. Peterson launched his All Day Foundation in 2008 to raise awareness and funds for programs that help build a better future for at-risk-children.