Kellogg’s Town digital playground immersive experience goes live in partnership with Merkle and dentsu

Kellogg’s Town, a new digital experience from Kellogg’s, is aiming to redefine the way in which people across Europe interact with the cereal brand.  

This has been designed and built by Merkle, in partnership with dentsu Creative. Kellogg’s is also working with Carat UK on a media buying strategy. It has launched across 23 European markets, in 16 different languages. 

Kellogg’s Town is centred around a virtual town that champions Kellogg’s cereal boxes. There are several opportunities for users to engage with its content, including interactive games, such as ‘Shelf Shuffle’ - which uses Kellogg’s brand assets in a brain training exercise and ‘Crafting with Coco’ - an opportunity for families to give cereal boxes a second life by transforming them into birdhouses, wearables, seed starters and more.  

The immersive experience will also encourage repeat engagement through partnerships and seasonal competitions. Supported by a first party data collection strategy, QR codes will connect a physical purchasing moment to Kellogg’s Town which will then provide an opportunity to engage through other channels, such as email and organic social.

Phil Wilkinson, Senior Director Omnichannel Experience & Commerce at Kellogg’s, says: “We’re delighted to create some digital playground magic in the breakfast space. The launch of Kellogg’s Town marks a really exciting time for Kellogg’s, as we look to expand our reach and drive engagement with our customers.” 

Ruth Bucknell, VP Experience Design CXM UK&I, dentsu, says: “We are really proud to partner with Kellogg’s to deliver an experience that will surprise and delight its customers. Kellogg’s Town is the perfect example of how the dentsu network can come together to help our clients innovate to impact through creative design, seamless collaboration and data led strategy.”  

2025 RTIH INNOVATION AWARDS

Immersive experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in March, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.