Kellogg's Dives Into Web3 Gaming with Pop-Tarts Avatars in Blankos Block Party
The American food giant has joined forces with Mythical Games to launch NFT characters based on the Pop-Tarts brand.
Kellogg's is entering the metaverse to better engage with Gen Z consumers
Leading breakfast cereal producer Kellogg's has made its first foray into blockchain gaming. By teaming up with Mythical Games, the American food giant has launched Pop-Tarts-based NFT avatars in the vibrant metaverse of Blankos Block Party.
For a start, Blankos Block Party is a free-to-play blockchain MMO featuring digital vinyl toys called Blankos. Players can collect them through various events and activities in the game or buy exclusive ones offered by brand partners.
To support its first UK brand campaign in two decades, Kellogg's Pop-Tarts brand has collaborated with Mythical Games to create a set of collectible NFT characters: Hip Pop, Punk Pop, and Glam Pop. These delectable Blankos have already hit the scene and are now available on the Mythical Marketplace.
By building its presence in the Web3 game, Pop-Tarts aims to drive engagement with Gen Z consumers who are less familiar with the product.
"We're very excited to take 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," said Emer Hayes, Kellogg's Pop-Tarts brand lead.
Notably, this is the company's first Web3 venture in Europe. Kellogg's will measure the success of Pop-Tarts' presence in the game based on a list of metrics, including the number of Blankos sold, the percentage of players who play the Popified level, and the number of players who browse Pop-Tarts Blankos in-store.
With more than one million total players already, Blankos Block Party is well known for its vibrant open world hosting immersive social party games. The popular blockchain MMO made headlines in September when it became the next NFT title to launch on Epic Games Store.