Kellogg’s is the world’s largest cereal company. the second largest producer of crackers and savory snacks, and one of the most innovative marketers in the world. They are constantly looking for ways to reach their core demographic, currently Generation Z. Microsoft’s Xbox gaming brand, which a recent MBLM study revealed was the top connected brand with Gen Z, turned out to be the perfect partner for Kellogg’s future gaming collaborations.
Starting in July 2019 consumers could find specially marked boxes of Kellogg’s snacks featuring Xbox Game Pass, an online subscription service featuring hundreds of games. Brands included in the promotion included Pop-Tarts, Rice Krispies Treats, and Rice Krispies Treats Poppers.
With a purchase of each Kellogg’s snack featuring Xbox Game Pass, consumers were awarded with seven free days of Xbox Game Pass. The digital codes were stackable, so a gamer could enter four individual codes and receive a total of about a month of Xbox Game Pass. This offer further incentivized consumers to seek additional purchases of Kellogg’s products. Access to Xbox Game Pass was available for entry from the start of the program to the end of 2019.
The Xbox packaging art included ample promotion of Xbox Game Pass and included iconic characters from well-known Xbox products, including Master Chief, Banjo, Ori, and several more. This art was also included on displays, with each retailer and convenient store chain stocking a unique offer of goods and having their own exclusive version of the program.