Kellogg’s “It’s Morning Somewhere” Campaign Gets 40,000 QR Scans

Kellogg‘s campaign for Crunchy Nut cereal, launched with the theme “It’s morning somewhere,” has a strong digital component that includes banner ads, homepage takeovers, and online video. The mobile campaign uses QR codes – printed on cereal boxes – that can be scanned by a smartphone (an SMS code is also provided) and connects to a mobile site hosting 13 videos. Different videos run depending on the time of day a consumer connects, and the videos show breakfast time in another country.

ClickZ says the campaign – which is directed toward single men and also includes a traditional website and videos hosted on YouTube – has received mixed reviews, but here are some of the numbers (as of last week):

  • 40,000 QR scans
  • 6,000 texts to the mobile site
  • the scans and texts resulted in 38,000 videos played
  • and 50,000 pageviews
  • a Facebook page with over 7,500 likes

ClickZ quotes Yuvraj Arora, Senior Marketing Director at the Kellogg Company: “The use of QR codes/SMS technology on packaging gave us an opportunity to connect with our consumer and bring the unique personality of the brand to life, beyond what could normally be accomplished with the product packaging alone.”

Kellogg plans to offer more rewards-based content through the QR codes, including voting on new flavors and other rewards for participation.

The ‘It’s Morning Somewhere’ campaign also included TV, print, public relations and in-store marketing.  It was launched in January with a giant cuckoo-clock in Hollywood, featuring live actors performing interactive skits each hour, showing where in the world it was time for breakfast.

  • Kristen Moore

    I just saw the QR code on my cereal box this morning! My husband loves the Crunchy Nut cereals. Kellogg’s is making a smart move by putting QR codes on a consumer item that is taken into the home and often sat in front of people while they eat. Many people seem scare of QR codes still. This gives people the opportunity of testing it out in the privacy of their own home. These numbers show that using QR codes on consumer items may be the next big thing.

    • Tonia Ries

      Thanks for the comment, Kristen – and I totally agree that giving people a chance to play with QR codes at home, in private, was a great technique. A whole new way to “read” your cereal box during breakfast…