While there's plenty of excitement about the possibilities of immersive virtual reality headsets like Oculus Rift and Samsung Gear VR at the moment, sometimes the simplest innovations are the best and Google Cardboard, which combines mobile phones and the act of folding to create inexpensive virtual reality goggles, is definitely in that category. Google has made its design open source and while Kellogg’s and shopper marketing and digital activation agency Geometry Global NZ have taken inspiration from this technology and, in what it says is a first for the New Zealand grocery market, turned a box of Nutri-Grain into a virtual reality experience.
Kellogg's says purchasing an online cardboard VR goggle viewer can cost up to $30 (and there are plenty of different designs available via Google). But this one is all included on the limited-edition box and ready to be created with a pair of scissors, a butter knife and some tape (while the Nutri-Grain headsets aren’t Google Cardboard, Kellogg’s says its team have been in contact with Google during the development phase to produce the Nutri-Grain versions).
Users who download the Bolt app on iOS or Android, scan the QR code on the front of the box and stick their phone in the cardboard headset get three VR experiences: wingsuit flying, mountain biking and long boarding.
“When talking to teens, the target market for Nutri-Grain, you need to talk their language," says Louise Cunningham, executive director of Geometry Global NZ in a release. "Influencing purchase behaviour via tech and digital is now a significant part of what we do."
Kelloggs has long pushed the energy-providing properties of its product to young athletes—or, more specifically, to the mums who generally buy the food for those young athletes—and Nutri-Grain is teaming up with New Zealand skateboarder Levi Hawken to celebrate the new technology and communicate the brand's 'Unstoppable' story to Kiwi kids. In Australia, Kelloggs has an online hubdedicated to athletes who have "demonstrated exceptional traits in challenging their disadvantages". Kellogg’s NZ says it is planning on sharing Kiwi stories "with the same thread of inspiring content in the future" and there’s a plan in the works to have these produced a local level.
Check our sixth instalment TrickTip video from Lenard!Posted by Nutri-Grain New Zealand on Thursday, June 11, 2015
“Unstoppable is a way of life,” says Hawken, a pro-skateboarder, youth mentor and supposed inventor of the phrase nek minnit. “Encouraging kids into new challenges pushes them to test their boundaries and question other things in life that might seem out of reach.”
The app will continue to provide user access to content after the limited edition packs have sold out in stores and it also plans to continue the Bolt app into 2016 and provide refreshed content.
“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.”
Nutri-Grain has also been running a new TVC recently called 'Epic Eating'. And there's not an Iron Man in sight.
Marketing and Innovation Manager NZ: Julian Ng
Brand Manager: Louise Scott-Davidson
Creative Director: Peter Wujkowski
Art Directors: Peter Wujkowski and Borja Iciz
Copywriters: Peter Wujkowski and Kieran Beck
Senior Account Director: Sarah Marrs
Digital Producer: Ajay Murthy
Lead Designer: Reuben Hannaford
Ogilvy & Mather Digital
Ogilvy & Mather
This story originally said Kellogg's used Google Cardboard.