Kellogg’s has entered the metaverse for the first time in Europe with its own Pop Tarts characters for the popular NFT-based game Blankos Block Party.
Blankos Block Party is an open-world multiplayer game with millions of players worldwide. It is styled like a giant party, with a focus on custom art and design, building, exploration and curating your collection of unique and rare ‘Blanko’ characters.
To support its first brand campaign in the UK for 20 years, Pop Tarts has partnered with Mythical Games to create a set of NFTs within the game including Popified Blanko characters called Hip Pop, Punk Pop and Glam Pop that are both collectable and tradeable.
The brand said it aims to drive engagement with Gen Z consumers aged 18-24, who are less familiar with the brand, by entering the virtual world with its new creative platform, ‘Get Popified’.
“We’re very excited to 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,” Emer Hayes, Kellogg’s Pop Tarts brand lead, said.
The activation, the first metaverse campaign by a Kellogg’s brand in Europe, will run alongside other brand campaign activities in the UK.
The success of Pop-Tarts’ presence in Blankos Block Party will be measured across a number of metrics, including number of Blanko NFTs sold, the percentage of players who play the Popified level, and the percentage of players who visit Pop-Tarts Blankos in-store.
