One may not immediately associate Kellogg with game apps, but the breakfast cereal brand is releasing a web-slinging game app to mark the upcoming The Amazing Spider-Man 2 movie.
Consumers can also enter a giveaway and a new Kellogg sweepstakes with Sony for a chance to win more than 1,000 prizes, including a free trip for two to New York.
"Spider-Man fans are gearing up for the film and we're casting a web of fun that everyone can enjoy," says Melissa Pawlowicz, senior director of integrated promotions at Kellogg.
After downloading Kellogg's Spider-Man 2 game app, players can unlock game scenes on their phones by snapping a picture of the phone icon on specially marked Kellogg's packages. Each Kellogg's brand unlocks one of three different gaming scenes. Kellogg's snack products, for example, show a battle between Spider-Man and the villain Electro in Times Square. Cereals and Pop-Tarts will unlock a cityscape scene, and Pringles products reveal a battle at Oscorp Industries. Once all three scenes have been unlocked, a Spider-Man photo overlay will appear and consumers can take photos in the Spider-Man suit.
Consumers can also earn prizes when collecting Kellogg's Family Rewards (KFR) codes from specially marked packages of Pop-Tarts and Kellogg's cereals such as Krave, Frosted Mini-Wheats, Frosted Flakes, Apple Jacks and Froot Loops. Consumers can redeem three codes for concession cash or six codes for free movie tickets valued at $12 each. Plus, each time consumers enter a code, they will earn points toward other KFR rewards.
The accompanying sweepstakes offers superhero fans more than 1,000 prizes, including the grand prize trip for two to New York. To enter, consumers can collect and redeem KFR codes from an array of specially marked Kellogg's snack products, including Cheez-It, Keebler and Rice Krispies Treats. Additional prizes include 10 Sony LED HDTVs, 100 Sony Xperia Tablets and 100 Activision The Amazing Spider-Man 2 Video Game. One thousand movie fans also will win free movie tickets.