Secret test

Kellogg’s Marvel’s Civil War VR is a quick paced, VR battle that pits the user – playing either as Captain America, Iron Man or, with special Walmart packaging, Black Panther – against Crossbones and waves of his henchmen.

Toss Captain America’s shield, fire Iron Man’s repulsor beams or slash with Black Panther’s deadly claws through 6 levels of gameplay. Scan specially marked Kellogg’s packaging with to unlock additional Secret Levels where users can battle Iron Man as Captain America – or vice versa.

Promoted on over 90 million back of packs and across 27 Kellogg’s Snack Food and Breakfast Food products, the experience utilizes AR technology to tie physical packaging into the virtual experience allowing the user to collect special power-ups that enhance character abilities and unlock Black Panther gameplay. Other features include collectable bio tokens that unlock character biographies, a VR showing of the Civil War trailer, exclusive wallpapers and a Non-VR mode that has limited gameplay but allows easy access to the game without a headset.

For those users wanting to transform their iOS and Android devices, limited-edition Captain America, Iron Man and Black Panther VR viewers are available through Kellogg’s Rewards program.

Agency: Integer Denver

Web Slinging All Day

Slip into The Amazing Spider-Man 2™ Web-Slinging Game to battle Oscorp drones in your living room. Pick up specially marked Kellogg’sproducts to unlock additional levels and face off with Electro himself. And when you’re ready, capture a picture of your friend suited up in any of the 5 sharable Spidey poses.

Created with Catapult Marketing, this fast-paced game utilizes gyro-enabled controls to fight Pumpkin-Bomb lobbing drones. Tap Spidey’s hand on the interface to shoot a web burst. Tap and hold both hands to latch on to an enemy with a web. Spin and let go to throw it out of the way.

Scan special AR markers embedded on the back of Kellogg’s cereal and snack foods packaging (ranging from Frosted Flakes to Pop Tarts and Pringles) to unlock different levels. Each level, themed on scenes from the feature (Times Square, Oscorp and City Streets) presents new challenges and introduces Electro, who throws everything from taxis to fire hydrants to bicycle racks in an attempt to stop you.

Special in-game power-ups replenish health while others provide web shields. If you’re proud of your score, post it to the global leaderboard or share your score via Facebook and Twitter.

Game strategy includes quick-to-pick-up game mechanics and a free-play demo level that is capped at a certain score. This provides instant engagement, while also motivating users to seek out products to unlock additional game-play. In addition, the snap-and-share Spidey Suit feature is positioned prominently on the main menu. This provides easy access to a user-generated content tool that further promotes the feature and associated Kellogg’s products.

Download Kellogg’s® The Amazing Spider-Man 2™ Web-Slinging Game now:

Launched just in time for March Madness, Hostess Hoops reintroduces Twinkie the Kid and pulls in DreamWork’s Penguins of Madagascar for a flick-to-shoot basketball game that links digital engagement to Hostess’ Twinkies, Donettes and CupCake products.

Designed and developed with Spark Alliance Marketing, an agency specializing in product/feature film tie-ins, Bully! created Hostess Hoops as a fast-paced, casual game for iOS and Android devices. Hostess fans can play through 24 levels and 3 stages based on key scenes from DreamWorks’ Penguins of Madagascar, receive printable coupons for Hostess products and enter a sweepstakes to win a Royal Caribbean Cruise or a cash prize.

To link the app with product interaction, the game takes a page from popular free-to-play monetization strategies where players are prompted to make in-app purchases to prolong game play. With Hostess Hoops, in-app purchases are replaced by scanning the front of any Hostess packaging.

Using Augmented Reality technologies the app scans the video feed for Hostess packaging art. When recognized, the game doles out a handful of Penguin power-ups, which enhance game play by doubling scores, stopping the timer, or magnetizing the ball so no matter where the user shoots the ball finds the net. Products can only be scanned every few hours though, gating gameplay and promoting interaction with multiple products.

As part of development, Bully! also redesigned and updated Hostess’ mascot, Twinkie the Kid. Built entirely in 3D, the long time mascot was given high-tops and designed to be used not only for real-time interaction but with ample detail and fidelity for high-resolution package art.

Become The Man of Steel with Kellogg’s

A 2014 Webby Awards Digital Campaign Honoree

Created with CatapultRPM, the Kellogg’s Man of Steel app is designed to engage consumers with Kellogg’s products and connect them with sharable content developed around WB’s blockbuster feature.

Scan specially designed packaging to unlock Superman’s superpowers: Pop-tarts give you Super Strength, Cheez-its unlocks Heat Vision and Keebler boxes open up Flight. Users can then film friends stopping massive boulders, taking off in a swirl of dust and rocks, or burning things with the Man of Steel’s fiery heat rays – and share via Facebook or email. Find the exclusive Walmart packaging for the Suit up like Superman snap-and-share feature and watch as the Supersuit appears around you.

The project challenged the whole studio – user experience design, pre-rendered visual effects, motion graphics, realistic low-poly modeling – and led to the development of some novel techniques including real-time compositing of visual effects over video footage in Unity.

Download Kellogg’s Man of Steel App now!

The Alphabet in AR!

The Create & Learn App, developed with Fisher-Price, is a learning tool that provides hours of game-play for young kids learning the alphabet. Programmed to work with the Create & Learn Apptivity Case (available in pink and blue), the app separates activities into three sections: Create, Learn and Explore.

The Create and Explore sections provide drawing programs, writing practice and simple puzzles associated with each letter. The Learn section features 26 animated characters that spawn from 13 double-sided Augmented Reality letter cards. Tap on the screen and the characters react, animating through a sequence of movements. If the cards are not available, a non-AR experience takes over, allowing users to continue to play with all content via stylus.

The app also features a novel unlock system that uses a ‘key’ card that accompanies the case. Place the card in the correct location and follow the verbal instructions – tapping on certain shapes when prompted – to unlock all of the content.

And while the app works without the case – all content can be unlocked via an in-app purchase – the experience perfectly demonstrates the marketing strategy of combining downloadable apps with product purchases.

The Fisher-Price: Create & Learn Apptivity Case was showcased at CES 2013.

Download the Create & Learn app now!

Give the Gift of Music this Holiday Season!

Working with The Integer Group: Denver, Bully! created Kellogg’s® Gift of Music experience – an app that tracks to over 70 million back-of-packs and presents consumers with bite sized performances for their breakfast and snack time enjoyment.

The recording artists, shot on green-screen and integrated into custom designed virtual sets include American Idol contestant and Dancing with the Stars winner Kellie Pickler, British YouTube sensation Conor Maynard, American Idol contestant Chris Daughtry, and Latino sensation Jesse & Joy. (The app is designed to localize to Spanish automatically.)

In addition to the performances, the app provides behind-the-scenes interviews with each performer, and in the case of snack food products, access to a series of Kellie Pickler’s entertaining tips for the holiday season. A sharable content feature gives fans the ability to snap a picture with a performer in their own kitchen – seated at the breakfast table or mid-performance – and share on Facebook, Twitter or via E-mail.

Technical hurdles cleared in the production include a streaming restriction on the artists’ music and the need for a real-time synching system to match the pre-loaded green screen footage and custom animated stage and light show.

Download the Gift of Music app now!

Music: Mirando by Ratatat/LP3