While brands in many other categories may create apps because they think they “need” an app, or they may sponsor entertainment experiences they think will inadvertently lead to sales, this was a “delight” tactic created as a purchase reward that would endear users to Kellogg’s and it’s Disney Parks partner. A limited number of other attempts have been made in the cereal category to use mobile devices to bring boxes to life, but none reflect the robust nature of this particular effort and the absolute care that was taken to bring these Disney Parks stories to life in a way that was engaging and repeatable and authentic to Disney’s undeniable legacy for storytelling

The Kellogg’s Storybox® featuring Disney Parks app was a “delight” tactic created as an on-pack reward for purchasing any one of 24 different Kellogg’s cereals. The app itself, was a free download from the App Store, Google Play or Amazon that contained an enchanted library of three interactive Disney Parks storybooks filled with games and activities. To unlock these magical books, you simply needed to aim your tablet at the back of one of three themed Storybox® cereal boxes. Want all three books. Buy all three boxes. Fairy Tales & Fantasy, Fun & Games, and Epic Adventures.

One in 4 shoppers aware of the promotion put these boxes into their cart and took them home. That’s a 25% conversion rate, a number that, for a first-time promotion in a category seeking to reinvigorate interest, is considered a terrific response. This confirms the notion that a partnership between these two brands known for bringing families together is a partnership worth preserving and maximizing for years to come.