Kellogg’s turns cereal boxes into virtual reality players

Kellogg’s New Zealand has launched a new campaign that transforms regular boxes of Nutrigrain cereal into Google Cardboard virtual reality mount for mobile phones.

Users will have to assemble it themselves, although this will only require scissors, a ‘butter knife’, and some sticky tape. A piece with two lenses to create the virtual reality experience is contained separately inside the box.

Along with an official app, users will be able to enjoy a variety of virtual reality-related content while they enjoy their breakfast cereal.

Scanning the QR code on the box will send users to the “NG Bolt” app in the App Store or Google Play, where they can watch one of three videos — a wingsuit flight, a mountain bike ride and a downhill longboard session.