Kellogg’s has made it’s metaverse debut creating its own Pop Tarts NFT characters for the game Blankos Block Party. These characters are called Hip Pop, Punk Pop and Glam Pop. Blankos Block Party is a vibrant open-world multiplayer game styled like a giant block party, with a focus on custom art and design, exploration and collecting Blankos. The Pop Tarts characters can be collected and traded in this multiplayer game which has millions of players worldwide.
The aim of Kellogg’s entering the “virtual world” is to attract Gen Z (people aged 18-24) and drive engagement as this group is less familiar with the brand. Emer Hayes, Kellogg’s Pop Tarts Brand Lead, said, “we’re very excited to be taking Pop Tarts into the metaverse, a first for Kellogg’s in the UK… Pop Tarts is a fun brand, and by creating NFT characters for a playful virtual world we can better engage with people, particularly Gen Z consumers.”
The metaverse is predicted to be the future of social media and many brands are moving quickly to plan out new marketing initiatives. Marketing in the metaverse gives brands the opportunity to reach a larger audience, leave a digital footprint and even increase their revenue. By entering the metaverse, Kellogg’s Pop Tarts was able to reintroduce itself to a young generation of consumers. The metaverse is a hub for opportunity, experimentation, and innovation.
The Metaverse and Web 3.0 are here and will quickly become part of our digital infrastructure, so brand marketers cannot ignore them. So far much of the action has been in high end luxury, fashion or sports brands. This work is interesting because it is a mainstream brand dipping its toe in the water. The aspiration to reach a younger audience is central to the initiative and this is nothing new, brands have always needed to be where their audience is. The stickiness of the game will be key to long term success, but for Kellogg’s they will also learn whilst creating some data and insight. Who knows how this environment will evolve for CPG (consumer packaged goods) brands, but it seems plausible to see how it can be used to create niche communities and deep connections with our more engaged users to support brand building and especially, future innovation. Well done Kellogg’s.
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