Kellogg’s Makes First Attempt at Blockchain Gaming with Pop-Tarts Characters in Blanko’s Block Party
Quick take:
- Blanko’s Block Party is a multiplayer blockchain game disguised as a giant block party.
- The NFTs in the game represent avatar designs and accessories that can be bought and sold on Mythical Games’ online store.
- With its foray into the blockchain game, Kellogg’s Pop-Tart brand aims to drive engagement with Gen-Z consumers who are less familiar with the product.
Kellogg’s has made its first foray into blockchain gaming when it partnered with Mythical Games for NFT characters based on Pop-Tarts for Blanko’s Block Party.
Blanko’s Block Party is a multiplayer blockchain game designed as a giant block party, with in-game NFTs representing avatar designs and accessories that can be bought and sold on the marketplace.
In Blanko’s Block Party, players can jump into an immersive social party game where they play with and against friends in racing, vibe gathering, shooting and brawling modes. They can also collect rewards and secure the rarest collectibles to build their collection.
For its first UK brand campaign in two decades, the Kellogg’s Pop-Tarts brand has teamed up with Mythical Games to create a set of in-game NFTs featuring collectable and tradeable Pop-Tart-based characters called Hip Pop, Punk Pop and Glam Pop .
Kellogg’s has identified gaming as a key passion for Gen-Z, and with its foray into blockchain gaming, Pop-Tart aims to drive engagement with the 18-24 demographic of consumers who are less familiar with the product.
“We’re really 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, especially Gen Z consumers,” said Emer Hayes, Kellogg’s Pop-Tarts brand manager.
The activation was overseen by integrated marketing and agency services company, Dentsu UK&I, together with DENTSU CREATIVE and Carat – Kellogg’s UK media agency. It is the first Web3 campaign for Kellogg’s in Europe.
Alex Hamilton Head of Innovation at Dentsu Creative said: “This is a match made in metaverse heaven. We are proud to partner with Mythical Games’ signature title Blankos Block Party to bring Pop Tarts into this virtual world. Both are living brands that fit together well on a number of levels.”
Kellogg’s will measure the success of Pop-Tarts’ presence in the Blankos Block Party across a number of metrics, including the 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 .
In September, Blanko’s Block Party launched on the Epic Games Store, making it the first blockchain game to be listed on the gaming market of Fortnite’s creator.
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