Kellogg’s has launched a web-based augmented reality (AR) campaign in the Middle East for its chocolatey Rice Krispies brand, Coco Pops.

Working with Blippar, 500,000 Coco Pops cereal boxes featuring digital activations for children have been debuted across Gulf Cooperation Council (GCC) countries. By scanning these promotional boxes, children are transported into a mobile web-based virtual jungle with Coco the Monkey, where they can learn facts about chocolate and the natural world and collect golden Coco Pops by completing educational games.

The experience also enables children to use Blippar’s web face tracking technology to become Coco and try on ‘exotic’-themed headdresses.

“We are delighted to have partnered with Blippar to create the first WebAR campaign for any brand in the GCC region,” said Line Legasal, Brand Manager at Kellogg Company. “In the new age of digital learning which has been amplified by the global pandemic, our aim was to transform the breakfast moment for thousands of children and provide a fun, engaging and educational experience. We believe augmented reality has the potential to transform the way we interact with our audiences and the power of WebAR has opened a whole new world of possibilities.”