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Kellogg's has added NFC tags from Nintendo to a limited edition Super Mario cereal box. The boxes will arrive on US shelves from December 11th and will be equipped with an amiibo ™ accessory.
"This powered-up partnership with Kellogg's is another exciting way for us to expand the Nintendo brand in unique and creative ways," said Tom Prata, Nintendo of America's Senior Vice President of Strategic Initiatives. "We are always looking for new opportunities to bring smiles to people of all ages, and this is a fun way to kick off the day."
The marketing idea is that children (or indeed adults!) playing the Super Mario Odyssey game on the Nintendo Switch system can tap directly onto the cereal box. In the same way as tapping an amiibo, the player will recieve gold coins or a heart within the game. These can then be used as power-ups when playing the game.
Kellogg's have also decided to give the cereal itself a hint of Super Mario by including 'power-up marshmallows' and berrys in each box.
It's fair to say that this is likely to make the breakfasts of many children a little bit more exciting. It's probably also fair to say that it's going to make parents trying to get their kids to school that little bit more annoyed !
The question is whether this will start a trend of making interactive packaging more mainstream. This campaign is not mass market and there doesn't appear to be any information on the quantity of cereal packets actually being made available. In a sense, the more limited edition this is, the more likely that it will create more buzz so volume in this instance isn't necessarily the key.
Many of the NFC campaigns that have run to date have worked in situations where there is, in marketing speak, 'dwell time'. That's time where the user is hanging around doing something else and has time to interact and scan the tags. Breakfast is one of those possible situations where instead of perhaps reading the daily news or checking a Facebook timeline, a user could be encouraged to interact with the brand. The cereal box will be on the table and creating fun, interactive ways to get users to make that tap is likely to create a fantastic response.
"We are thrilled to pack so much fun into one box of cereal," said Brad Schwan, Senior Director of Morning Foods Marketing. "The package adds value and excitement for fans, with marshmallow shapes in the cereal inspired by Super Mario power-ups to tie the theme together."