Category: Kellogg’s

Posted on

A Pilot VR Merchandising Solution is Being Tested by Qualcomm and Kellogg’s

Eye tracking has long been seen as a transformative technology when it comes to virtual reality (VR). Offering functionality such as foveated rendering and gaze-based interaction with players and NPC’s for consumers, it’s the enterprise applications that are truly pushing the tech. The HTC Vive Pro Eye was recently introduced at CES 2019 with integrated Tobii technology, and Qualcomm’s own reference design 845 headset includes Tobii’s eye tracking. One business use case for VR eye tracking is to do with gather consumer data, which is why Accenture, Qualcomm and the Kellogg Company on a pilot solution.

Qualcomm Kellogg VR Merchandising

Using a Qualcomm VR reference design headset, powered by the Qualcomm Snapdragon 845 Mobile VR Platform,  Accenture developed a VR merchandising solution to help brands gather data on variables such as shelving placement. Combined with software from InContext Solutions and eye-tracking data analytics capabilities from Cognitive3D, the new solution was tested in collaboration with Kellogg Company around the launch of its new Pop Tarts Bites.

Unlike traditional data gathering means such as surveys which would place a newer product higher up, the VR solution indicated a more optimal approach would be on a lower shelf. This actually led to an increase in brand sales of 18 percent during testing.

“Our VR merchandising solution has the potential to transform product placement by examining consumer buying behavior in a holistic way,” said Raffaella Camera, global head, Innovation & Market Strategy, Accenture Extended Reality in a statement. “By combining the power of VR with eye-tracking and analytics capabilities, it allows significant new insights to be captured while consumers shop by monitoring where and how they evaluate all products across an entire shelf or aisle. Ultimately, this enables product placement decisions to be made that can positively impact total brand sales, versus only single product sales.”

Qualcomm 845 Mobile VR Reference Design

“XR provides transformative value to the enterprise,” Patrick Costello, senior director of business development at Qualcomm Technologies, Inc. adds. “At Qualcomm Technologies, we develop foundational XR technology through our VR reference designs that are engineered to enable companies to evaluate and quickly launch devices. This proof of concept with Accenture and Kellogg Company demonstrates the benefits of full immersion and eye-tracking and we expect several customers to follow with similar deployments.”

Accenture will be showcasing the new pilot solution at several events including Mobile World Congress (MWC) this month and South by Southwest (SXSW) in March. For further updates, keep reading VRFocus.

Posted on

Kellogg’s Team With Blippar for AR Learning Experience

Across much of Europe, the Summer holidays have begun, but that doesn’t mean the learning is over. Certainly not as far as cereal company Kellogg’s and Blippar are concerned as the two companies have teamed up to offer fun learning experiences by utilising augmented reality (AR).

Blippar has partnered with Kellogg’s to create an AR campaign which will immerse children across Europe in an interactive and educational ‘jungle experience’ which has been designed to teach essential life skills.

The experience involves downloading the free Blippar app, and scanning special cereal boxes in order to bring to life a hero character, who children need to help recover his school supplies as part of an AR treasure hunt.

Flying AR coconuts will launch AR mini-games, which have been created to train skills such as hand-eye coordination, rhythm, maths and general knowledge on the natural world. Once a mini-game is complete, it will reward points which can be used to unlock animal selfie masks.

Once the AR treasure hunt is complete, users are presented with a final quiz, with twenty questions which test all the knowledge they have gathered so far. If the quiz is passed, then users can unlock the final animal selfie mask and complete the AR experience.

Luke Zaki, Global Client Director at Blippar, commented: “At Blippar, we believe augmented reality has the potential to transform the way children interact with and learn about their surroundings. We are very excited to be working alongside Kellogg’s to show the power of AR as a way to enhance the learning experience and transform the breakfast moment for children across Europe and the EMEA region. The experience we have created together is not just entertaining but also a fun way for children to learn new skills.”

The campaign is initially launching in France, Belgium, the Netherlands, Spain, Portugal, Luxembourg and Italy and will be featured on over 16 million Kellogg’s cereal boxes, including Coco Pops, Miel Pops, Frosties, Rice Krispies and Honey Loops. An additional roll out to 17 more countries is also planned. A video demonstrating the experience can be viewed below.

For future coverage of new applications for VR and AR technology, keep checking back with VRFocus.