Kellog's has packed a virtual reality (VR) experience in to its Nutri-Grain 500g size box, linking it to a smartphone app. Once the exclusive domain of high tech gadget companies and graphic design studios, it’s a first for the New Zealand grocery market – virtual reality for the price of a box of cereal.
The device is similar to the VR experience provided by Google Cardboard, an open source device that van be made at home following simple instructions or purchased ready to use from dozens of manutafacturers.
From mid-September, consumers will be able to access and experience virtual reality footage by simply purchasing a limited edition Kellogg’s Nutri-Grain 500g box, available in grocery retailers nationwide, which come with instructions and lenses.
Consumers can then access a range of virtual reality videos by scanning the box’s QR code and watching through the new Nutri-Grain BOLT app on their smartphones. The Nutri-Grain BOLT app launched in late August, is available for both iOS and Android platform, and enables users to witness life from the point of view of an ‘unstoppable’ sportsperson.
Nutri-Grain is teaming up with New Zealand skateboarder Levi Hawken to celebrate the new technology and communicate the Nutri-Grain Unstoppable story to kiwi kids.
“Unstoppable is a way of life,” says Levi, a pro-skateboarder and youth mentor. “Encouraging kids in to new challenges pushes them to test their boundaries and question other things in life that might seem out of reach.”
Three adventure experiences are unlockable with the limited edition packs – a wingsuit flight, a mountain bike adventure and an extreme longboard ride.
The Kellogg’s Nutri-Grain BOLT app will continue to provide user access to Unstoppable content even after the limited edition packs have sold out in stores.
“Our research on current technology trends tells us teens will love the Nutri-Grain BOLT app and VR experience,” says Kellogg’s NZ Marketing and Innovation Manager Julian Ng. “We believe it will continue to inspire them to face life with courage, strength and determination just as our unstoppable ambassadors do.”